diplomsko delo
Snežana Grbec (Avtor), Damijan Mumel (Mentor)

Povzetek

V današnjem konkurenčnem okolju mora prodajalna, ki stremi k uspešnosti, razvijati učinkovite strategije na področju zagotavljanja zadovoljstva svojih kupcev. Poznavanje in razumevanje svojih kupcev ter ugotavljanje pomembnosti dejavnikov, ki vplivajo na nakupne odločitve in na kupčevo zadovoljstvo je za tržnike izjemnega pomena, saj jim omogoča prilagoditev ponudbe, ki ustreza kupčevim pričakovanjem in željam. Kupci, ki so zadovoljni s prodajalno in z blagovno znamko se pogosteje vračajo, razvijajo zvestobo prodajalni, so pripravljeni kupiti več, so manj dovzetni za konkurenčne ponudbe in pripovedujejo drugim o svojih pozitivnih izkušnjah. Ohranjanje in strateško spodbujanje zvestobe je učinkovito v kolikor se prodajalna osredotoči na prave skupine kupcev. Z raziskavo kupcev v prodajalni Bottega Verde v Kopru, smo z ugotavljanjem pomembnosti dejavnikov pri nakupovanju kozmetičnih proizvodov, merjenjem zadovoljstva s prodajalno in ugotavljanjem nakupnih navad pridobili potrebne podatke za oblikovanje predlogov za razvoj učinkovitih strategij zagotavljanja in vzdrževanja visoke ravni zadovoljstva in zvestobe obstoječih kupcev in priprave programa za pridobivanje novih kupcev. Večina anketiranih kupcev v prodajalni Bottega Verde v Kopru je ženskega spola, stara med 36 in 50 leti, zaposlena s srednješolsko izobrazbo. Velika večina (83%) kupcev že ima kartico zvestobe, ki jim prinaša določene ugodnosti in darila ob nakupu. Največ kupcev se je prvič s prodajalno seznanila po priporočilu prijateljev in znancev. Kot najpomembnejše dejavnike pri nakupovanju kozmetičnih izdelkov so kupci navedli kakovost izdelkov, učinkovitost izdelkov, prijaznost in ustrežljivost prodajalcev, znanje, strokovnost in svetovanje prodajalcev ter sestavine posameznega izdelka. 98% kupcev je z nakupovanjem v prodajalni zadovoljnih oz. zelo zadovoljnih. Dejavnika, ki po povprečni oceni zadovoljstva zasedata najvišji mesti sta oba vezana na prodajno osebje. Nezadovoljnih in povsem nezadovoljnih kupcev prodajalna nima.

Ključne besede

zadovoljstvo kupcev;raziskave;pričakovanja;zvestoba;prodajalne;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.11 - Diplomsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [S. Grbec]
UDK: 658.89:005.52
COBISS: 12409884 Povezava se bo odprla v novem oknu
Št. ogledov: 1721
Št. prenosov: 86
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: Bottega Verde Koper customer survey
Sekundarni povzetek: Nowadays, any shop which wants to succeed, must develop effective strategies to satisfy its customer due to fully globalized and competitive environment. The most important factor for marketing is the knowledge and understanding of its customers and the identification of the imortance of the factors affecting the purchasing decision. This allows them to adjust the supply which corresponds to the costumers` expectations and wishes. Customers satisfied with the store and brand return more often, develop loyality to the store, they are willing to buy more, they are less susceptible to the competition and tell others about their positive reception and experience. Strategic encouragement and conservation of costumers` loyality is effective as long as the shop has focused on the right group. Customers` survey in the shop Bottega Verde in Koper gained the necessary data for the formulation of proposals for the development of effective strategies in providing a high level of customers` conservation and satisfaction including preparation of loyality program in new customers` acquisition. Survay consisted in identification of factors when shopping for cosmetics products, measuring satisfaction with the shop and determination of shopping customs. The majority of surveyed customers in the shop Bottega Verde in Koper is females, between 36 and 50 years old, employed, with high school education. The vast majority (83%) of customers already have a loyalty card, which brings certain benefits and gifts at every purchase. Most of buyers was first briefed by friends’ or/and acquaintances’ recommendation. As most important factors when shopping for cosmetics, the customers listed the quality of the products, product effectiveness, kindness and customer service, knowledge, expertise and advice of sales personnel and the ingredients of each product. 98% of customers is satisfied or very satisfied with shopping experience in the shop. The most important factors, which held the highest satisfaction in the assessment, are both tied to the sales staff.The shop doesn’t have dissatisfied and completely dissatisfied customers.
Sekundarne ključne besede: satisfaction;expectations;loyality;shop;costumer survey;
URN: URN:SI:UM:
Vrsta dela (COBISS): Diplomsko delo
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: 39 str., 4 str. pril.
ID: 9137425