magistrsko delo
Jasna Sajevec (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Namen magistrskega dela je na podlagi teoretičnih izsledkov in prakse proučiti in predstaviti strategije oblikovanja cen na področju storitev, in sicer na primeru frizerskih storitev v Sloveniji. Z uporabo ustrezne metodologije želimo izvedeti, kako pomembno je oblikovanje cen posameznih storitev ter kateri dejavniki lahko vplivajo na samo oblikovanje cen. Prav tako želimo izvedeti, kako v nekaterih frizerskih salonih po Sloveniji (Ljubljana, Maribor, Slovenj Gradec) oblikujejo cene ter kakšne metode oblikovanja cen uporabljajo v teh salonih. V teoretičnem delu magistrskega dela smo se najprej podrobneje posvetili opredelitvam cen različnih avtorjev in tudi opredelitvam cen z marketinškega vidika. V tem delu smo predstavili tudi različne dejavnike, ki vplivajo na samo oblikovanje cen. Predstavili smo tudi celovit postopek oblikovanja cen, osredotočili smo se predvsem na odnos med ceno in kakovostjo, ter predstavili vseh šest korakov za oblikovanje cen. Pri zadnjem delu teoretičnega dela magistrskega dela pa smo se usmerili predvsem na storitveno področje, predstavili smo pomen, značilnosti in vrste storitvenih področij. Proučevali smo tudi pomen frizerstva kot storitvene dejavnosti, kjer smo opredelili samo frizerstvo in opisali oblikovanje cen v frizerskih salonih. V empiričnem delu magistrskega dela preverjamo konceptualni model na reprezentativnem vzorcu. Izbrali smo si po 3 salone v Mariboru, Ljubljani ter Slovenj Gradcu. V vsakem od teh salonov smo opravili intervju z lastnikom salona ter razdelili 10 strukturiranih anketnih vprašalnikov strankam v vsakem salonu. Lastnike salonov smo v intervjujih spraševali predvsem o metodah oblikovanja cen v njihovih salonih, anketirance pa o zadovoljstvu v salonu in zvestobi do salona ter kakšen pomen imata zanje denarni in nedenarni vidik cen. V sklepu smo predstavili ključne rezultate in ugotovitve, ki smo jih pridobili pri raziskavi našega dela, ter predstavljamo glavne ugotovitve v nalogi in podajamo nasvete za naprej.

Ključne besede

storitve;frizerske storitve;marketing storitev;cene;oblikovanje cene;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [J. Sajevec]
UDK: 338.5:687.53
COBISS: 12218396 Povezava se bo odprla v novem oknu
Št. ogledov: 1107
Št. prenosov: 214
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: Pricing strategies in the service sector
Sekundarni povzetek: The purpose of the master teases is to research and present strategies of price development in services, on the basis of theoretical findings. Specifically on the example of hairdressing in Slovenia. Whit the use of appropriate methodology we wish to learn how important price development for particular service is and what factors can influence said development. We wish to learn as well how price development is carried out in hairdressing services and how prices are formed in a few exemplary salons in Slovenia (LJ, MB, SG) based on the region and which models of price development are used. In the theoretical part of the master teases we are presenting prices of various authors, definition of the prices from a marketing stand point as well as the definition of prices as a component of marketing mix. We have also presented various factors that influence the development of prices. In the next chapter of the theoretical part we have presented the full process of price development (formation) were we have focused mostly on relation between prices and quality and presented all six stages of price development. In the last chapter of the theoretical part we limited ourselves mostly to the significance of service field, where we presented the meaning, characteristics and types of service fields as well as classification of services. In this chapter we are as well examining the significance of hairdressing as a service activity, were we limited ourselves strictly to hairdressing and described price development in hair-salons. In the empirical part of the master teases we verified our model on a representative sample where we choose three hair-salons in Maribor, three in Ljubljana and three in Slovenj Gradec. In each of these we interweaved the owner and distributed questioners to ten customers in each salon separately. The survey was done with a structured questioner. We asked the owners manly about the development of prices they have in their salons. We asked the respondents about their satisfaction whit the salon, their loyalty to the salon and on their importance of monetary and non-monetary terms of prices. In the Comnclusions we present key findings of the research.
Sekundarne ključne besede: price;pricing;services;hairdressing;
URN: URN:SI:UM:
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: III, 70 str., 16 str. pril.
ID: 9075759