Analiza zvestobe članov Tuš kluba na primeru kinematografov

magistrsko delo

Vesna Lipovčić (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Kinematografi v Sloveniji se v zadnjem obdobju srečujejo s problematiko izgubljanja svojih odjemalcev zaradi svetovnega spleta, kjer je mogoče z malo truda dobiti podnaslovljene verzije filmov, ki so bili pred kratkim premierno predvajani v kinematografih. Ker se podjetja, ki se ukvarjajo s snemanjem, z distribucijo in s prikazovanjem filmov, tega zelo dobro zavedajo, se zadnje desetletje trudijo po najboljših močeh ponuditi edinstveno kino doživetje, ki se ga pred domačim televizijskim ekranom ne da ustvariti (ogled filmov v 3D oz. 4D tehnologiji in z drugimi posebnimi efekti, svetovne premiere filmskih uspešnic, premiere filmov z gostovanjem filmske ekipe itd.). Hkrati pa se trudijo privabiti publiko pred veliko filmsko platno z različnimi marketinškimi aktivnostmi. Večji ponudniki kinematografske dejavnosti v Sloveniji in drugod po svetu so razvili lastne programe zvestobe. Članom ponujajo kartice zvestobe, da bi o njih imeli čim več podatkov, da bi jih lahko ustrezno informirali o ponudbi in zvestobo nagrajevali s pomočjo različnih aktivnosti. Eden izmed takšnih ponudnikov v Sloveniji so kinematografi Planet Tuš, ki so svoj program zvestobe priključili trgovinskemu programu zvestobe Tuš kluba, ki se izvaja v trgovinah Tuš po Sloveniji. V teoretičnem delu naloge smo opredelili zvestobo odjemalcev, zvestobo blagovni znamki, navedli predhodnike in posledice zvestobe ter opozorili na pomen zvestih odjemalcev za podjetja. Predstavili smo metode in lestvice za merjenje zvestobe ter pripravili pregled kritik uporabljenih metod v dosedanjih raziskavah s področja merjenja zvestobe. V raziskovalnem delu naloge smo opredelili raziskovalni problem in cilje raziskave, določili hipoteze, oblikovali načrt raziskave, opravili analizo podatkov iz baze članov Tuš kluba in ugotovili, da obstaja statistično pomembna razlika v stopnji zvestobe kinematografom Planet Tuš (po številu kupljenih vstopnic) glede na geografsko regijo, starost in izobrazbo članov Tuš kluba. To so trije dejavniki, na katere morajo biti kinematografi pozorni pri oblikovanju učinkovitega programa zvestobe in izvedbi marketinških aktivnosti. Pomembnejših razlik v številu kupljenih vstopnic glede na spol članov Tuš kluba nismo zaznali. Oba spola kupita v povprečju približno enako število vstopnic, je pa več žensk včlanjenih v program zvestobe kot moških. Preverili smo tudi Paretovo pravilo (20 % najboljših kupcev prinese 80 % vseh prihodkov) in ugotovili, da to pravilo v našem primeru ne drži. 20 % članov Tuš kluba, ki kupi največ kino vstopnic, kupi približno 63 % vseh vstopnic, ki so prodane članom Tuš kluba. Z izsledki naloge smo želeli opozoriti na pomen zvestih odjemalcev kinematografskih storitev, podati smernice za oblikovanje programa zvestobe za kinematografe ter predstaviti možnosti za nadaljnje raziskovanje.

Ključne besede

uporabniki;vedenje porabnikov;zvestoba;merjenje;programi;analiza;kinematografi;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2018
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[V. Kuzmanović]
UDK:	366.1(043.2)
COBISS:	13036316
Št. ogledov:	622
Št. prenosov:	90
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Loyalty analysis of Tuš Club members on the case of cinemas
Sekundarni povzetek:	In recent times cinemas in Slovenia are faced with the problem of losing their customers due to the worldwide web because with little effort it is possible to get subtitled versions of movies that were recently premiered in cinemas. Film-makers, film-distributors and cinemas are aware of this problem and they have been working hard for the last decade to offer a unique cinema experience that cannot be created at home on television screen (movies in 3D or 4D technologies and with special effects, world premiere of blockbuster movies, premiere of movies with a film crew, etc.). At the same time cinemas are trying to attract the audience in front of big cinema screens with various marketing activities. Cinema chains in Slovenia and elsewhere in the world have developed loyalty programs and offer loyalty card to members of program in order to have as much as possible information about customers, to inform members properly with offer and to reward loyalty through various activities. One of these providers in Slovenia is Cinema Planet Tuš, which has joined the loyalty program of the Tuš Club, which is implemented at activities of Tuš stores in Slovenia. In the theoretical part of this task we defined customer loyalty, brand loyalty, specify the precursors and the consequences of loyalty and we pointed out the importance of loyal customers for companies. We presented methods and scales for measuring loyalty and prepared a review of criticisms of the methods used in the past researches. In the research part we defined research problem and objectives of the research, determined the hypotheses, formulated the research plan, made analysis of data from the database of the Tuš Club members and found that there is a statistically significant difference in the level of loyalty (regarding number of purchased tickets) to cinemas Planet Tuš according to the geographical region, age and education of Tuš Club members. These are the three factors on which cinemas must be more attentive when they want to create an effective loyalty program and carrying out marketing activities. We did not find any significant differences in the number of purchased tickets according gender of Tuš Club members. On average both gender buy approximately same number of tickets but more females are members of the loyalty program than men. We also checked the Pareto rule (20% of the best buyers generate 80% of total revenue) and found that this rule is not true in our case. 20% of the Tuš Club members, which buy most cinema tickets, make a total purchase of approximately 63% of all tickets sold to Tuš Club members. With results of task we wanted to draw attention to the importance of loyal cinema customers, provide guidelines for creating a cinema loyalty program and to present possibilities for further researches.
Sekundarne ključne besede:	loyalty of customers;loyalty program;loyalty analysis;measuring loyalty;cinema;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	III, 57 str.
ID:	10902579