magistrsko delo
Mateja Majcen (Avtor), Aleksandra Pisnik Korda (Mentor)

Povzetek

Cena izdelka ali storitve, ki jo plača uporabnik, ima pomemben vpliv na zadovoljstvo ali nezadovoljstvo uporabnika z uporabo tega izdelka ali storitve in posledično na zadovoljstvo do podjetja. Glede na to, da se različni avtorji strinjajo in to tudi dokazujejo z raziskavami, zadovoljstvo nedvoumno vpliva na zvestobo uporabnika, zvestoba pa na dolgoročno uspešnost podjetja, smo v delu ugotavljali, kako sama cena storitve vpliva na zadovoljstvo in kako posredno preko zadovoljstva vpliva na zvestobo uporabnika. Cena je pojem, ki ga uporabniki različno zaznavajo in opisujejo. Velikokrat ga ocenjujejo kot finančni delež, ki ga plačajo za izdelek in storitve, največkrat pa kot zaznano vrednost ob uporabi tega izdelka ali storitve. V delu smo s teoretičnega vidika in potem še s empirično raziskavo ugotavljali in dokazovali odnose med raziskovalnimi elementi, torej ceno kot denarno ceno in ceno kot zaznano vrednost, zadovoljstvom in zvestobo uporabnika. Odnose in razmerja med dejavniki smo raziskovali na primeru telekomunikacij v Sloveniji. V teoretičnem delu smo analizirali modele, ki jih uporabljajo podjetja za definiranje cen. Osredotočili smo se na definiranje cen na podlagi konkurence in na podlagi vrednosti za uporabnika, opisali smo različne definicije zadovoljstva in zvestobe uporabnika ter prikazali medsebojne odnose med zadovoljstvom in zvestobo uporabnika ter prikazali zakaj je zvestoba tako pomembna za podjetja in za dolgoročno dobičkonosnost podjetja. Veliko avtorjev namreč dokazuje, da sta zadovoljstvo in zvestoba uporabnika dejavnika, ki v največji meri vplivata na dolgoročno dobičkonosnost podjetja. Dobičkonosnost podjetja pa je v osnovi najbolj povezana s ceno storitve in stroški za to storitev. Medsebojne povezave med ceno, zaznano vrednostjo storitve, zadovoljstvom in zvestobo smo raziskovali na primeru mobilnih storitev telekomunikacijskih podjetij v Sloveniji. Dokazali smo, da je cena pomemben dejavnik, ki neposredno vpliva tako na zadovoljstvo kot zvestobo uporabnikov, kot tudi posredno preko zadovoljstva na zvestobo uporabnikov. Glede na posebnosti telekomunikacijske industrije smo raziskovali vpliv cene mesečne naročnine paketa mobilne telefonije skupaj z vključenimi količinami v ta paket ter vpliv cene mobilnega telefona in ugotavljali ali lahko ponudniki mobilnih storitev v Sloveniji s postavljanjem svojih cen vplivajo na zadovoljstvo, ter kako lahko posledično zvestoba vpliva na postavljanje cen storitvam mobilne telefonije. Z empirično raziskavo smo ugotovili, da ima cena mesečne naročnine močan vpliv na zadovoljstvo, vendar ni nujno nizka cena tista, ki najbolj vpliva na zadovoljstvo, ampak je to zaznana pravična cena za uporabnika. Rezultati raziskave so pokazali, da so uporabniki, ki so manj časa pri ponudniku in imajo nižjo ceno mesečne naročnine, manj zadovoljni in manj zvesti, kot uporabniki, ki so dalj časa pri ponudniku in imajo višjo mesečno naročnino. Raziskava je pokazala zanimiv pojav pri ugotavljanju vpliva cene mobilnega telefona na zadovoljstvo, glede na to, da višja kot je cena mobilnega telefona, višje je zadovoljstvo uporabnikov. Vendar pozitivne korelacije ne moremo pripisati samo visoki ceni, ampak tudi zaznani koristi in kakovosti, ki jo ima uporabnik z uporabo telefona. Smiselno bi bilo raziskovati še dodatne dejavnike, ki vplivajo na zadovoljstvo uporabnikov z mobilnim telefonom, glede na to, da v tem primeru zadovoljstva in zvestobe ne moremo pripisati izključno ceni izdelka. Prav tako bi bilo celoten raziskovalni model smiselno preveriti tudi na kateri od drugih, telekomunikacijam sorodnih panogah.

Ključne besede

storitve;cene;uporabniki;zadovoljstvo;zvestoba;telekomunikacije;mobilna telefonija;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [M. Majcen]
UDK: 659.89:621.39(043.2)
COBISS: 12418076 Povezava se bo odprla v novem oknu
Št. ogledov: 1243
Št. prenosov: 163
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: ǂThe ǂprice impact to satisfaction and loyalty of customers of the telecommunication services
Sekundarni povzetek: The product or service price paid by the user has a significant impact on user satisfaction or dissatisfaction with the usage of this product or service and consequently, with customer satisfaction with the company. Different authors agree and it is also prove by researches that customer satisfaction undoubtedly effect the customer loyalty and loyalty has an effect to the long-term success of the company. In thesis we show how the service price affects the satisfaction and it’s directly and indirectly impact on customer loyalty. Price is a concept differently perceived and described by customers. Often it is seen as a financial share paid for product or service but mostly as perceived value of using this product or service. With theoretical point of view and empirical study we try to prove the relationship between the research elements: price as a monetary value, price as perceived value, customer satisfaction and customer loyalty. Relationships between factors were investigated in the case of telecommunications in Slovenia. In the theoretical part we analyze the models used by companies to define service prices and price strategies. We have focused on defining the prices on two models: the competition – based pricing and value – based pricing, we describe the different definitions of customer satisfaction and customer loyalty, show the relationships between satisfaction and customer loyalty and point out why customer loyalty is so important for business and for long-term profitability of the company. Many authors show that customer satisfaction and customer loyalty are factors with the highest impact on long-term company profitability. The profitability of companies is basically the most connected with the price of services and the cost for this service. The interrelationship between price, the perceived value of the service, customer satisfaction and customer loyalty are explored in the case of mobile telecommunication companies in Slovenia. We have proven that price is an important factor that directly affects both customer satisfaction and loyalty, as well as indirectly customer loyalty. Regarding the specificity of the telecommunications industry, we research the effect of monthly fee price (the monthly subscription to mobile telephony tariff) together with the quantities included in the tariff and the price of a mobile phone. We determined whether the mobile service providers in Slovenia effect the customer satisfaction with pricing, and how can customer loyalty consequently effect to pricing and price setting. In the empirical part we found that the price of a monthly fee has a strong impact on customer satisfaction, but not necessarily the low price of monthly fee is the factor that impact the customer satisfaction most, the fair price is the price that have the highest effect to customer satisfaction. The survey results showed that customers who have been less time at one provider and have lower monthly fee price are less satisfy and less loyal than those, who are longer time at one provider and have a higher monthly fee. The survey revealed an interesting phenomenon in the impact of the mobile phone price to customer satisfaction, whether the higher the price of a mobile phone is the higher is customer satisfaction and consequently also the customer loyalty is higher. However, a positive correlation between those factors cannot be attributed only to high price, but also the perceived benefits and perceived quality of the mobile phone. It may be worthwhile to explore additional factors that affect customer satisfaction with mobile phone, regarding the fact that in our case satisfaction and customer loyalty cannot be attributed solely to the price of the mobile phone. It would also worth examine the research model at any other telecommunication related industry.
Sekundarne ključne besede: service price;perceived value;customer satisfaction;customer loyalty;telecommunication;mobile telephony services;
URN: URN:SI:UM:
Vrsta dela (COBISS): Magistrsko delo
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: VII, 78 str.
ID: 9136689