prikaz prve stranice dokumenta UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA
Access restricted to students and staff of home institution
master's thesis
UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA
Diplomski rad
2021. urn:nbn:hr:124:750213
Lolić, Mislav
University of Split
Faculty of economics Split

Cite this document

Lolić, M. (2021). UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:750213

Lolić, Mislav. "UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:750213

Lolić, Mislav. "UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:750213

Lolić, M. (2021). 'UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:750213

Lolić M. UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:750213

M. Lolić, "UČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:750213

Metadata
TitleUČINKOVITOST PROGRAMA VJERNOSTI NA TRŢIŠTU MALOPRODAJE NAFTNIH DERIVATA : Diplomski rad
AuthorMislav Lolić
MentorSilvia Golem (mentor)
MBZ: 274234
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
General Economy
Abstract
Ovaj rad pokazuje koliko su učinkoviti programi vjernosti na tržištu maloprodaje naftnih derivata. Tržište maloprodaje naftnih derivata se trenutno nalazi pred velikim promjenama, ponajprije uzrokovanima klimatskim promjenama, stoga je predstavljalo zanimljivu podlogu za istragu o učinkovitosti programa vjernosti. Radom je dodatno detaljno opisana uloga i definicija CRM-a, te sam razvoj CRM-a kroz povijest. Programi vjernosti su vrlo čest alat koje tvrtke koriste kako bi privukle kupce. Jedna od glavnih karakteristika programa vjernosti je činjenica da se radi o izrazito obrambenoj marketinškoj strategiji čiji je glavni cilj zadržavanje kupaca, a ne osvajanje tržišnog udjela. Kako bi se proučio navedeni problem, provedena je anketa putem Google obrazaca. Provedenom anketom utvrĎeno je da ne postoji značajna razlika u mjesečnoj potrošnji na gorivo izmeĎu ispitanika članova i ispitanika ne-članova.
Abstract (english)
This paper shows how effective loyalty programmes are on the oil retail market. The oil market is currently facing major changes, primarily caused by climate change, and has therefore provided an interesting basis for the given research. The paper additionally describes in detail the role and definition of the CRM, and the development of the CRM through history. Loyalty programmes are a very common tool companies use to attract customers. One of the main characteristics of the loyalty programme is the fact that it is a highly defensive market strategy whose main goal is to retain customers, not to gain market share. In order to study the problem, a survey was conducted via Google forms. The survey found that there is no significant difference in the monthly fuel consumption between member and non-member respondents.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:750213
Study programmeTitle: Tourism and Hotel Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-02 13:17:09