uporaba analitičnega Kano modela za analizo zahtev in pričakovanj kupcev
Povzetek
V diplomskem delu smo se dotaknili splošne teorije kakovosti, splošne kakovosti storitev in kakovosti spletnih storitev, atraktivne kakovosti ter preverjali, kakšne so zahteve in pričakovanja kupcev, ki se poslužujejo spletnih storitev, natančneje nakupov v spletnih trgovinah. Nekaj besed smo namenili tudi standardu ISO 9001:2015, ki predstavlja izboljšane smernice za zagotavaljanje ustrezne kakovosti storitev.
Skozi celotno delo smo se osredotočali na poudarjanje pomembnosti posameznega kupca, stranke oziroma obiskovalca spletne trgovine, saj menimo, da igra pomembno vlogo pri uspešnem poslovanju organizacije. S strokovno literaturo smo te domneve potrdili.
V diplomskem delu smo se osredotočili tudi na obravnavo metode Kano in njeno strukturo specifičnega vprašalnika. Izdelali smo vprašalnik, oblikovan po metodi Kano, ga za pridobitev odgovorov razposlali prek elektronskih naslovov in ga objavili na socialnem omrežju Facebook. V roku dveh tednov smo prejeli dovolj odgovorov za ustrezno statistično obravnavo.
Ugotovitve, kateri dejavniki vplivajo na zadovoljstvo spletnih nakupovalcev v Sloveniji, smo v razpravi predlagali za izboljšavo poslovanja spletne trgovine www.harveynorman.si. Posplošeno to pomeni, da smo analizirali, katere storitve so uporabnikom spletnih trgovin všeč in kaj jim ni všeč. Za najpomembnejše dejavnike spletne trgovine so se izkazali:
• možnost plačila s karticami,
• možnost sledenja pošiljke,
• ustrezen iskalnik ključnih besed in
• visoka zaščita podatkov.
Kot najbolj atraktivne dejavnike, ki vplivajo na povečanje zadovoljstva ob spletnem nakupu, so stranke izbrale:
• brezplačno dostavo,
• dnevne, tedenske in vikend akcije ter
• 3-dimenzionalni prikaz slik izdelkov.
Vse dobljene odgovore smo po preučitvi trenutnega stanja spletne trgovine Harvey Norman in odgovorov anketirancev predstavili vodstvu spletne trgovine Harvey Norman in jim predložili razloge za njihovo upoštevanje ob prenovi spletne trgovine. Glede najpomembnejših dejavnikov se je izkazalo, da dva dejavnika od štirih že zagotavljajo. To sta možnost plačila s karticami in visoka zaščita podatkov, tako da ju bodo ohranili, druga dva bodo tehnično ustrezno izboljšali. Končne odločitve o vključitvi atraktivnih dejavnikov nismo dorekli, vendar naj ne bi bili izključljivi.
Ključne besede
spletna trgovina;kakovost;storitve;
Podatki
Jezik: |
Slovenski jezik |
Leto izida: |
2016 |
Tipologija: |
2.11 - Diplomsko delo |
Organizacija: |
UM FOV - Fakulteta za organizacijske vede |
Založnik: |
[U. Mrak] |
UDK: |
005.336.3 |
COBISS: |
7596563
|
Št. ogledov: |
1494 |
Št. prenosov: |
142 |
Ocena: |
0 (0 glasov) |
Metapodatki: |
|
Ostali podatki
Sekundarni jezik: |
Angleški jezik |
Sekundarni naslov: |
UNDERSTANDING THE SERVICE QUALITY IN THE CONTEXT OF AN ONLINE STORE HARVEYNORMAN.SI: USING ANALYTICAL KANO MODEL FOR THE ANALYSIS OF CUSTOMER REQUIREMENTS AND EXPECTATIONS |
Sekundarni povzetek: |
The following diploma thesis is based on the general theory of quality, quality of in-store and online services. Special emphasis is placed on Attractive quality. The thesis addresses the requirements and expectations of customers using online services. Standard ISO 9001:2015, which represents improved guideline to ensure appropriate quality of services, was also addressed to a certain extent.
This diploma focuses on the importance of each customer and each online store visitor, because we believe they play an important role in successful business operations of an organization. Drawing upon literature review one can confirm the above mentioned hypothesis.
We also focused on Kano method and its specific questionnaire structure. We developed a questionnaire, based upon it. We obtained answers by sending the questionnaire via e-mail addresses and posting it on Facebook. Within two weeks we have received enough answers for a reliable statistic analysis.
During research we established which factors contribute to the satisfaction of online customers in Slovenia. Based on those factors, we have made proposals for improvements in www.harveynorman.si online store. Generally, this means, we have analyzed which online services the users of online stores like and dislike. As most important ones stand out:
• payments by credit cards,
• package tracking,
• technically appropriate keywords search engine and
• high level of data security.
As most attractive factors increasing customer satisfaction proved to be:
• free delivery,
• daily, weekly and weekend promotions and
• 3D product images.
After carefully examining the current situation of the Harvey Norman online store, all the gathered results were presented to management of Harvey Norman online store. We have given them results which should be taken into account, when renewing their online store.
It has been established that, two factors out of four most important ones, the option of paying by credit cards and high level of data security, are already provided. They shall be used further on. The other two, package tracking and technically appropriate keywords search engine, will be technically improved. The decision on the inclusion of attractive factors has not been reached yet, however it shall be taken into consideration. |
Sekundarne ključne besede: |
Online store;Quality;Services;Customer satisfaction;Kano method.; |
URN: |
URN:SI:UM: |
Vrsta dela (COBISS): |
Diplomsko delo/naloga |
Komentar na gradivo: |
Univ. v Mariboru, Fak. za organizacijske vede |
Strani: |
82 f. |
ID: |
9141116 |