Interakcija med zaznano kakovostjo izdelka in storitve, zadovoljstvom kupca ter zvestobo kupca

diplomsko delo visokošolskega strokovnega študija Organizacija in management delovnih procesov

Petra Mlakar (Author), Matjaž Maletič (Mentor), Boštjan Gomišček (Co-mentor)

Abstract

Pričujoče diplomsko delo se osredotoča na proučevanje dejavnikov kakovosti storitve, kar postaja čedalje bolj uporabljena strategija za učinkovitejše pozicioniranje na tržišču. Namen diplomskega dela je proučiti povezanost med kakovostjo izdelkov in storitev, zadovoljstvom kupcev ter zvestobo kupcev. Diplomsko delo sestoji iz teoretičnega in empiričnega dela. V teoretičnem delu so podana izhodišča za razumevanje dejavnikov kakovosti storitve, kot tudi za merjenje le-teh. Raziskava je bila izvedena s pomočjo spletne ankete, na osnovi katere smo pridobili 74 odgovorov. Konvergentno veljavnost merskih lestvic smo preverili s pomočjo faktorske analize, posamezne hipoteze pa smo preverili z regresijsko analizo. Rezultati regresijske analize so potrdili podhipotezo, da uporabnost izdelka pozitivno in statistično značilno vpliva na zadovoljstvo kupca (ß = 0,500; p = 0,000). Rezultati so pokazali, da zaznana kakovost osebnega pristopa (ß = 0,730, p<0,05) in zaznana kakovost tehnične podpore (ß=0,161, p<0,05) tudi pozitivno in statistično značilno vplivata na zadovoljstvo kupca. Ravno tako smo ugotovili pozitiven in statistično značilen vpliv (ß = 0,866, p < 0,05) zadovoljstva kupca na zvestobo kupca. S statistično analizo smo ugotovili, kateri dejavniki so anketirancem najbolj pomembni. Pomembnost teh dejavnikov lahko argumentiramo s statistično značilno povezanostjo dejavnikov z zvestobo kupca. Rezultati so lahko uporabni kot pomoč podjetjem, na katere dejavnike se je potrebno osredotočati, kam je potrebno investirati in kako se približati kupcu, da bomo razumeli kaj jim je najbolj pomembno, da ostanejo zvesti.

Keywords

kakovost izdelka;kakovost storitve;zadovoljstvo kupca;

Data

Language:	Slovenian
Year of publishing:	2016
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FOV - Faculty of Organizational Sciences
Publisher:	[P. Mlakar]
UDC:	005.336.3
COBISS:	7623955
Views:	1070
Downloads:	91
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	INTERACTION BETWEEN PERCEIVED PRODUCT AND SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY
Secondary abstract:	The diploma thesis aims to address the study of the factors of quality of service, which is becoming a progressively used strategy for better positioning in the market. The purpose of the thesis has been to examine the relationship between the products and services’ quality, customer satisfaction and customer loyalty. The diploma work consists of theoretical and empirical part. The theoretical part provides the foundation for understanding the factors of quality service, as well as for measuring them. The study was conducted using an online survey on the basis of which 74 responses have been collected. Convergent validity of the measurement scales has been checked by using factor analysis and individual hypotheses have been analyzed by regression analysis. The results of the regression analysis have confirmed the sub-hypothesis that the usefulness of the product has a positive and statistically significant imprint on customer's satisfaction (ß = 0.500; p = 0.000). The results have shown that the recognized quality of personal approach (ß = 0.730, p <0.05) and perceived quality of technical support (ß = 0.161, p <0.05) have a positive and statistically significant influence on customer satisfaction. Likewise, a positive and statistically significant (ß = 0.866, p <0.05) customer satisfaction on customer loyalty has been found. The statistical analysis has been used to determine which factors are most important to respondents. The importance of these factors can be argued with customer’s loyalty. The results may be useful as a support for companies in terms of decision-making processes regarding the choice of suitable factors that are essential in understanding of customer demands, improving customer satisfaction and ultimately increasing customer loyalty.
Secondary keywords:	product quality;quality of service;customer satisfaction;customer's loyalty;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Fak. za organizacijske vede
Pages:	81 f.
ID:	9144300