magistrsko delo
Petra Tovšak (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Ljudje zaradi hitrega tempa življenja in preobremenjenosti vanj vnašamo nered s čimer rušimo naravni ritem dela in počitka, kar je vse prej kot dobrodošlo. Zaradi pomanjkanja časa si prizadevamo svoj prosti čas preživeti čim bolj kakovostno ter hkrati zadovoljiti svoje potrebe. Ljudje, ki imajo skupne interese, se tako vključujejo v različna društva, kjer lahko združijo prijetno s koristnim in ob enem obogatijo svoj prosti čas. Skrb za zdravo življenje je v današnjem času še kako pomembna in med tistimi, ki se tega zavedajo, so prav gotovo člani planinskih društev. Prav društva kot neprofitne organizacije ter njihovi člani so osrednje vodilo teme magistrske naloge. Magistrska naloga je torej usmerjena v preučevanje dejavnikov, ki vplivajo na pridobivanje novih in zadržanje obstoječih članov v neprofitnih organizacijah, natančneje v društvih. Naloga je razdeljena na teoretični in empirični del. V teoretičnem delu najprej pojasnjujemo, kakšen pomen ima za neprofitne organizacije pridobivanje in iskanje novih odjemalcev ter na drugi strani zadržanje že obstoječih. V poglavju so predstavljeni orodja in metode, ki so organizacijam na voljo, da opozorijo nase, na svoje izdelke in/ali storitve ter skušajo z njimi pridobiti čim več odjemalcev. Poseben poudarek v tem poglavju je namenjen zadržanju odjemalcev, saj je pomembno zavedanje, da je pridobiti novega odjemalca petkrat dražji proces kakor zadovoljiti in obdržati obstoječega. Prav tako ne smemo zanemariti dejstva, da obstaja tesna povezanost med zadovoljstvom odjemalcev in njihovim zadržanjem. Podrobnejša predstavitev dejavnikov, ki imajo pomemben vpliv na pridobivanje in zadržanje odjemalcev v neprofitnih organizacijah, je zajeta v četrtem poglavju. Dejavnike smo razdelili v pet skupin: marketinško komuniciranje, cena, kakovost storitev, ljudje in dejvaniki, ki so povezani z vedenjem odjemalcev. V empiričnem delu magistrskega dela na podlagi raziskave ugotavljamo, kateri so tisti dejavniki, ki imajo pomemben vpliv pri včlanjevanju posameznikov v društvo in tudi pri njihovem zadržanju. V raziskavo nismo zajeli vseh dejavnikov, ki smo jih sicer obravnavali v teoretičnem delu, saj bi bila le-ta tako preobširna. Smo pa vanjo zajeli dejavnike, ki sodijo po našem prepričanju med pomembnejše.

Keywords

neprofitne organizacije;društva;odjemalci;člani;pridobivanje članov;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [P. Tovšak]
UDC: 658.89:061.2
COBISS: 12053532 Link will open in a new window
Views: 948
Downloads: 86
Average score: 0 (0 votes)
Metadata: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Other data

Secondary language: English
Secondary title: Acquiring and retaining customers in a non-profit organizations
Secondary abstract: Fast way of life cases disorder and disturbs natural rhythm of work and relaxation. Time shortage is a reason for people to use their spare time as qualitative as possible and in the same time to fulfill majority of their needs. People with common interests are joined in various societies to combine comfort and benefits in order to improve their spare time. Care for healthier way of life is nowadays really important and among people being aware of that are for sure mountaineering society’s members. Non-profit organizations and their members are the theme of my master degree paper. Master degree paper is focusing on studying different factors that have an influence on getting and keeping members of non-profit organizations. The paper consist from theoretical and empirical part. In the theoretical part the importance of getting new members and keeping the existing ones in non-profit organizations is presented. There is a special chapter about methods and tools for achieving awareness among people for the organization, its purpose, products, and goals and how to increase membership in the non-profit organizations. A special chapter is committed to keep the old members. To get a new member is five times more expensive than keeping. It is important to keep in mind the strong connection between member’s satisfaction and staying the member of the society. Detailed presentation of facts important for getting and keeping members in non-profit organizations is described in chapter four. Facts are formed in five groups: marketing communication, pricing, service quality, people and factors connected with members’ behaviour. In the empirical part of the master degree paper it is concluded based on research which factors have important influence for people in order to become and stay a member of a specific society. Not all factors, described in the theoretical part, are contained in the research since of theirs huge numbers. But we included in the research the most important factors in my opinion.
Secondary keywords: non-profit organizations;community;getting new members;keeping old members;Mountaineering society Mislinja.;
URN: URN:SI:UM:
Type (COBISS): Master's thesis/paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 91 str., 5 str. pril.
ID: 8750996