magistrsko delo
Tjaša Hameršak (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

V magistrski nalogi predstavljamo celovite izkušnje odjemalcev v digitalnem okolju, na katere vplivajo izkušnje z izdelkom, izkušnje z nakupnim procesom (z nakupnim procesom in kontaktnim oz. prodajnim osebjem), izkušnje s tehnološkimi storitvami (delovanjem aplikacij in spletnih mest), starost, zvestoba, stopnja zaupanja in zadovoljstvo odjemalcev. Celovite odjemalčeve izkušnje bomo preverili na izbranem digitalnem izdelku – digitalni ročni uri. Zanima nas torej, kako so celovite odjemalčeve izkušnje oblikovane in kako pridobljene izkušnje vplivajo na odjemalčevo zadovoljstvo, zaupanje in zvestobo digitalnemu izdelku. Zaradi digitalizacije in nenehnih globalnih sprememb in trendov v digitalnem svetu se odjemalci in podjetja soočamo s številnimi izzivi. Napredujoči trendi od podjetij zahtevajo vedno večjo fleksibilnost in prilagodljivost izdelkov in storitev, zlasti danes, ko je spletna ponudba izdelkov in storitev postala naša rutina. Posledice novih trendov se kažejo v vse zahtevnejših odjemalcih in v vse ostrejši konkurenci podjetij. Ponujanje kvalitetnih celovitih odjemalčevih izkušenj preko spleta zato ni enostavna naloga. Klasični nakupi v trgovinah, fizično pošiljanje pisem preko pošte, plačevanje prejetih računov na banki … Vse izmed naštetih dejavnosti so pridobile spletno obliko. Izkušnje z izdelkom so se iz fizične oblike pridobivanja izkušenj prelevile v spletno. Namesto fizičnih obiskov trgovin sedemo za računalnik ali vzamemo v roke mobilni telefon, morda tudi pametno tablico, ter raziskujemo izdelke na spletnih portalih preko aplikacij in spletnih strani. Enako velja za nakupni proces. Nakup izdelkov ali storitev se v večini primerov več ne izvaja s fizično prisotnostjo, ampak ga opravimo preko spleta z virtualno podprtimi portali. Čeprav nakup poteka virtualno, so nam na voljo spletni prodajni svetovalci oz. e-svetovalci, ki nam nudijo podporo in pomoč ob morebitnih vprašanjih in težavah.   Izkušnje s tehnološkimi storitvami (delovanje aplikacij in spletnih mest) se nanašajo na uporabo spletnih strani, aplikacij in portalov. Ob izvedbi spletnega nakupa je zelo pomembno, da so tovrstne spletne strani in aplikacije ustrezno zasnovane z dovolj informacijami, ki nas zanimajo. Priporočljivo je, da imajo slikovni prikaz izdelkov in storitev, ki jih ponujajo. Kadar se odločimo nakup in plačilo preko spleta, je zelo pomemben občutek varnosti in zanesljivosti. Zaradi vedno večje raznolikosti populacije je pomembno omeniti tudi starost odjemalcev, ki se odločijo za spletni nakup. Večina odjemalcev se zanj odloči, ker to od nas zahtevajo napredujoči trendi v svetovnem gospodarstvu. Odjemalci starejše populacije imajo bolj inovativen in svež pregled nad dogajanjem v svetu. Zadovoljstvo, zaupanje in zvestoba odjemalcev so tri ključne posledice, od katerih je odvisno spletno nakupovanje. Če bodo odjemalci zadovoljni, nam bodo zaupali in nam bodo zvesti. V omenjene tri dejavnike morajo podjetja vložiti ogromno truda in dela. Trdimo lahko, da je to dolgotrajen proces, ki lahko prinese veliko pozitivnih učinkov in dolgoročnih uspehov podjetjem. Lahko imajo tudi obratne učinke, ki si jih podjetja ne želijo. Ponujanje dobrih izkušenj preko spleta še zdaleč ni enostavna naloga. Da bi ponujali dobre izkušnje vsakemu odjemalcu posebej, morajo podjetja nenehno iskati in raziskovati najnovejše metode ponujanja izkušenj. Spletno ponujanje dobrih izkušenj predstavlja podjetjem izziv in soočanje z najrazličnejšimi situacijami v sedanjem digitalnem okolju.

Ključne besede

digitalno okolje;digitalni marketing;virtualni izdelek;trendi;odjemalci;izkušnje;vedenje porabnikov;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: T. Hameršak
UDK: 658.89:004
COBISS: 75051011 Povezava se bo odprla v novem oknu
Št. ogledov: 358
Št. prenosov: 83
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

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Sekundarni jezik: Angleški jezik
Sekundarni naslov: ǂThe ǂimportance and role of the complete customer experience in the digital environment
Sekundarni povzetek: In this master's thesis we represent the complete customer experience, which is affected by the product experience, experience with the purchase process (with the purchasing process itself and with the sales employees), experience with technological services (function of applications and websites), age, loyalty, trust and satisfaction. We will check the complete customer experience with an example of the selected digital product - a digital wrist watch. We are therefore interested in how the complete customer experience is formed and how the obtained customer experience affects the customer's satisfaction, trust and loyalty of the digital product. Because of the digitalization and the constant global changes and trends in the digital world, customers and companies face many challenges. Advancing trends require companies to be increasingly flexible and adaptable to products and services, especially today, while the online offer of products and services has become our routine. The consequences of these new trends are reflected in increasingly demanding customers and in increasingly fierce competition between the companies. Therefore, offering a quality complete customer experience online is not an easy job. Classic shopping in stores, classic sending letters by mail, paying received bank bill… All of the listed activities have turned in an online form. Experience with the product has evolved from a physical form of gaining experience to an online form. Instead of visiting stores physically, we sit by the computer, or pick up a mobile phone, possibly a smart tablet, and research products on web portals through apps and websites. The same goes for the buying process itself. The purchase of products or services is in most cases no longer carried out with a physical presence, but is carried out online with virtually supported portals. Although the purchase takes place through online portals, we have online sales consultants or. e-consultants who offer us support and help by any questions and problems. Experience with technology services (the operating of applications and websites) refers to the use of websites, applications and portals. It is recommended that such websites and applications are having a pictorial representation and that they are properly designed with enough information that interests us. The feeljng of safety and reliability is also very important as we decide to make an online purchase. Due to the greater population diversity it is also important to mention age of the customers. Most customers move forward over time because of the advancing trends in the global economy. Therefore, customers of the elderly population also have a more innovative and fresh overview of what's happening in the world. Customer satisfaction, trust and loyalty are the three key consequences, on which online purchase depends. If customers are satisfied, they will trust us and they will be loyal to us. In these mentioned three factors companies have to invest a lot of effort and work. We can claim, that this is a long-term process that can bring many positive effects and long-term successes to companies. However, they can also have reverse effects that companies do not want. Offering a good experience online is far from an easy task. In order to offer a good experience to each customer individually, companies must constantly search and research the latest methods of offering experiences. Offering a good online experience presents companies a challenge and confrontation with the most diverse of situations in the current digital environment.
Sekundarne ključne besede: digital environment;customer experience;trends of digital marketing;digital wrist watch;
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: III, 83 str. 10 str. pril.
ID: 13049746