magistrsko delo
Matej Glinšek (Avtor), Matjaž Iršič (Mentor)

Povzetek

Storitve v razvitih, modernih državah predstavljajo največji delež bruto družbenega proizvoda (BDP) posamezne države, njihov pomen pa še vedno raste. Eden izmed najbolj tipičnih predstavnikov razvijajočega se storitvenega sektorja je mobilna telefonija. Zaradi hitrega življenjskega tempa, mobilnosti med različnimi lokacijami itd. so tovrstne storitve zelo pridobile na pomenu, saj ljudem zelo olajšujejo vsakodnevna opravila in komunikacijo. Glavni namen raziskovalne naloge je ugotoviti odvisnost med zadovoljstvom odjemalcev, njihovo lojalnostjo in poslovno uspešnostjo podjetij na trgu mobilne telefonije v Sloveniji. Magistrsko delo je sestavljeno iz teoretičnega in empiričnega dela. V teoretičnem delu smo za začetek naredili celovit pregled relevantne literature s tega področja. V nadaljevanju smo opisali temeljne značilnosti storitev, njihove kategorije in predvsem njihov pomen za gospodarstvo. Opisali smo tudi temeljne koncepte, ki se nanašajo na glavno raziskovalno vprašanje magistrskega dela; koncept kakovosti storitev, koncept zaznane vrednosti, koncept zadovoljstva, koncept lojalnosti odjemalcev, in poslovno uspešnost podjetij. Vse koncepte smo definirali in (kar je pomembno) prikazali, na kakšen način se lahko določen koncept meri. Empirični del je sestavljen iz osnovne analize trga ponudnikov storitev mobilne telefonije v Sloveniji, analize podatkov, pridobljenih s pomočjo anketnih vprašalnikov, in testiranja hipotez. Pri analizi trga smo zbrali osnovne podatke o poslovanju podjetij, ugotovili pa smo tudi, da trg sestavljajo praktično trije večji ponudniki. Na podlagi zbranih podatkov smo izmerili konstrukte zadovoljstva in lojalnosti za posamezne ponudnike in celotni trg. Na podlagi ciljev magistrskega dela smo postavili 6 hipotez. Za njihovo analizo smo uporabili metodo ANOVA in regresijsko analizo. S testiranjem hipotez smo prišli do končnih ugotovitev. Med ponudniki storitev mobilne telefonije v Sloveniji obstajajo statistično značilne razlike v izmerjeni stopnji zadovoljstva njihovih odjemalcev, ne pa tudi pri lojalnosti. Pri določenih ponudnikih storitev mobilne telefonije zadovoljstvo odjemalcev vpliva na njihovo lojalnost, na splošno na trgu pa raven zadovoljstva odjemalcev ne vpliva na lojalnost odjemalcev. Ugotovili smo tudi, da raven lojalnosti odjemalcev vpliva na dobiček podjetij, raven lojalnosti pa prav tako vpliva na tržni delež podjetij na trgu mobilne telefonije v Sloveniji.

Ključne besede

mobilna telefonija;storitve;kakovost;odjemalec;uporabniki;zadovoljstvo;poslovna uspešnost;lojalnost;zaznana vrednost;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [M. Glinšek]
UDK: 339.13:621.395
COBISS: 11855132 Povezava se bo odprla v novem oknu
Št. ogledov: 1305
Št. prenosov: 206
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Relations between customer's satisfaction, their loyalty and business performance of the companies on mobile phone market in Slovenia
Sekundarni povzetek: Services in developed, modern countries presents the biggest share in the gross domestic product (GDP). Importance of services is still growing. Mobile phone services are typicall representative of the developing services sector. Rush, tempo and mobility between different locations are the reasons why this type of services has gained on importance, because it makes tasks and communication a lot easier. The main purpose of this research paper is to determine dependance between customer's satisfaction, their loyalty and business performance of the companies on mobile phone market in Slovenia. Research paper consists of theoretical and empirical party. In theoretical part we have made research of relevant literature, which is related with our research paper theme. Then we have described services' basic features, categories of services and importance of services for economy. We have also described basic concepts related to our main research question. These concepts are; service quality, perceived value, satisfaction, loyalty and business performance of the companies. We have defined and described all concepts and importantly, showed how these concepts can be measured. Empirical part consists of basic analysis of mobile phone services market in Slovenia, from survey obtained data analysis and hypotheses testing. With market analysis we have obtained basic information about business perfomance of the companies. We have also found out that market practically consists of only three bigger service suppliers. Based on obtained data we have measured concepts of customer satisfaction and customer loyalty for single suppliers and also for the whole market. Based on the goals of research paper we have stated six hypotheses. For analysis of them, we have used ANOVA method and regression analysis. With hypotheses testing we have provided final findings. There is statistical significant difference between companies on mobile phone market in Slovenia for measured customer satisfaction level. In the other hand, stastistical significant difference for loyalty does not exsist. At some companies level of customer satisfaction has got impact on customer loyalty and at some companies does not. Generally on the mobile phone market in Slovenia level of customer satisfaction does not have impact on customer loyalty. We have also found out that level of customer loyalty has got impact on profit and market share of compaines on mobile phone market in Slovenia.
Sekundarne ključne besede: services;mobile phone services;service quality;customer satistafction;perceived value;customer loyalty;business performance of the compaines;impact.;
URN: URN:SI:UM:
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: V, 75 str., 21 str. pril.
ID: 8730449