magistrsko delo
Boštjan Hanc (Author), Matjaž Iršič (Mentor)

Abstract

Cilj vsakega podjetja je ohranjanje obstoječih porabnikov ter pridobivanje novih. Ključna dejavnika za dosego navedenega cilja sta zadovoljstvo in zvestoba porabnikov. Prodajno okolje je eden najpomembnejših dejavnikov, ki vplivajo na njihovo počutje in zadovoljstvo. Treba je torej proučiti, kakšno naj bo prodajno okolje, ki bo porabnikom všečno in se bodo vedno z veseljem vračali vanj

Keywords

prodaja;prodajna politika;prodajni prostor;kupci;zvestoba;nakupno vedenje;vedenje porabnikov;dejavniki okolja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: B. Hanc
UDC: 658.8(043.2)
COBISS: 12494108 Link will open in a new window
Views: 725
Downloads: 83
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Other data

Secondary language: English
Secondary title: Sales environment management as an integral part of sales promotion
Secondary abstract: The objective of every company is to maintain existing consumers and gain new ones. Key elements for achieving this objective are consumers’ satisfaction and loyalty. The sales environment is one of the most important factors that affect their well-being and satisfaction. It is therefore necessary to consider what kind of sales environment consumers prefer and are eager to return to. The theoretical part presents processes of perceiving a sales environment, which affect consumers before they enter a point of sale, and factors that affect them when they are already in a point of sale. Below we focus on the concept of satisfaction, and present models for measuring consumers’ satisfaction. In the conclusion of the theoretical part, we examine after-sales behaviour, which includes rumours, word of mouth, repeated purchase, consumer’s feedback, and loyalty. The primary purpose of the research is to verify hypotheses concerning the perception of factors in the environment, the importance of individual factors, satisfaction with individual factors, overall satisfaction with the sales environment, and the intention of after-sales behaviour.
Secondary keywords: Keywords: point of sale;sales environment;customers’ loyalty;environmental factors;
URN: URN:SI:UM:
Type (COBISS): Master's thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: IV, 85 str., 27 str. pril.
ID: 9137574