Analiza determinant kakovosti storitev v trgovini Intimissimi Aleja

magistrsko delo

Špela Loboda (Avtor), Matjaž Maletič (Mentor)

Povzetek

V magistrskem delu smo predstavili determinante kakovosti storitve v trgovini Intimissimi Aleja, definirane na podlagi modela RSQS. Visoka kakovost storitev je pomembna v prihajajočem obdobju po karanteni zaradi virusa covid-19. Vsaka trgovina, ki je bila dva meseca zaprta, je utrpela precejšen upad letnega dobička, zato je še pomembnejše ohranjati kupce in pridobivati nove, da trgovina na konecu leta doseže želene rezultate poslovanja. V trgovinah Intimissimi so kupci navajeni določenega standarda in individualne pozornosti prodajnega osebja. Predhodna poslovalnica Intimissimi v Šiški si je izoblikovala svojo bazo zadovoljnih in zvestih kupcev. Ti so po selitvi poslovalnice prišli tudi v novi nakupovalni center Aleja. Z novo lokacijo trgovine Intimissimi ter tudi boljšo pozicijo v samem nakupovalnem centru, so prišli tudi novi kupci, ki jih je treba obdržati. V teoretičnem delu magistrskega dela smo predstavili pojme kakovost, storitev, potrebe kupcev, zadovoljstvo in zvestoba kupcev. Posvetili smo se predstavitvi modela SERVQUAL in RSQS za preverjanje kakovosti storitev. V empiričnem delu je predstavljena analiza kakovosti storitev v trgovini Intimissimi Aleja, narejena na podlagi anketiranja kupcev. Ugotavljali smo pričakovano in zaznano kakovost storitev, razliko med njima ter kupčeve namene v prihodnje. Z dobljenimi rezultati smo ugotovili, da kupci v trgovini Intimissimi Aleja zaznavajo visoko kakovost storitev - v vsaki dimenziji prilagojenega modela RSQS. Prav tako obstaja pozitivna razlika med zaznano in pričakovano kakovostjo storitev.

Ključne besede

kakovost;trgovine;diplomske naloge;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2020
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM FOV - Fakulteta za organizacijske vede
Založnik:	[Š. Loboda]
UDK:	005.336.3
COBISS:	36364547
Št. ogledov:	478
Št. prenosov:	166
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Analysis of service quality determinants at the Intimissimi Aleja store
Sekundarni povzetek:	The purpose of this master's thesis is to examine service quality determinants in the Intimissimi Aleja store, which were based on the RSQS model. Because of the quarantine due to covid-19 virus, high quality of service is very important in the coming period. Every store that was closed for two months has suffered considerable loss of annual income, therefore it is even more important for the store to keep old customers and at the same time acquire new ones to be able to reach its desired business goals. Intimissimi stores customers are used to a certain standard and expect their needs to be attended individually by the sales staff. Previous Intimissimi store in Šiška has already established a base of satisfied and loyal customers, who even after its relocation to shopping center Aleja continue to shop there. Being in the new location and having a better position in the shopping center, Intimissimi store now also has new customers that they want to keep as well. In the theoretical part of the thesis we define the concepts of quality, service, customer’s needs, satisfaction and loyalty. The main focus point of the thesis is dedicated to the presentation of SERVQUAL and RSQS models, which are used to assess the quality of service. In the empirical part we present the analysis of service quality at the Intimissimi Aleja store. We analyzed the quality of service the customers expected and perceived, the difference between those two and the customers shopping intents in the future. Based on these results we concluded that customers seem to perceive Intimissimi store as a place of high quality service in every aspect of the RSQS model. Moreover, there is a positive difference between perceived and expected quality of service.
Sekundarne ključne besede:	quality;service quality;SERVQUAL model;RSQS model;customer satisfaction and loyalty;
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Fak. za organizacijske vede
Strani:	V, 98 f.
ID:	12048600