| Abstract | Usluge se od proizvoda razlikuju po svojim specifičnostima, a to su; fizička neopipljivost, usluge su aktivnost, a ne stvar, te se proizvodnja i konzumacija barem donekle odvijaju u isto vrijeme. Razvojem tehnologije dolazi do sve bržeg razvoja uslužnog sektora gdje se veća pažnja usmjerava na zadovoljstvo korisnika sa uslugama. Korisnička podrška u tom razvoju se pojavljuje kao bitan faktor u ostvarivanju korisničkog zadovoljstva. Tu ulogu su upravo prve prepoznale informatičke i telekomunikacijske industrije koju su sve više počele razvijati kvalitetnu podršku u sklopu ponude svojih usluga. Imidž tvrtke se uspješno gradi i održava strategijama integrirane marketinške komunikacije. Međutim, sve veća pažnja se počinje usmjeravati na održavanje imidža uslužnog sektora upravo kroz korisničku podršku. Rezultati ovog istraživanja potvrdili su prethodno provedena istraživanja, odnosno da kvaliteta korisničke podrške može utjecati imidž. Glavni kriteriji kod izbora usluga ispitanicima je bila cijena i kvaliteta usluge. Međutim, za bilo kakve upite, nejasnoće i probleme ispitanici očekuju imati na raspolaganju kvalitetnu podršku. Hrvatska telekomunikacijska tvrtka Hrvatski Telekom je primjer uspješnog upravljanja imidžem kroz strategije integrirane komunikacije. No, bez obzira na dobro provedenu marketinšku strategiju za postizanje dobrog imidža, loša iskustva korisnika sa uslugama i korisničkom podrškom, mogu bitno utjecati na zadovoljstvo sa tvrtkom u cjelini, što je potvrdilo ovo istraživanje. Ispitanici u ovom istraživanju u slučaju upita ili problema preferiraju direktniji način komunikacije s djelatnikom tvrtke, nego li online kontaktiranje, ali u slučaju nezadovoljstva svoje iskustvo su spremni podijeliti na javno dostupne online društvene mreže. |
| Abstract (english) | The difference between services and products is in their specificities, which are; 1) physical intangibility, 2) services are an activity, not a thing, and 3) production and consumption take place at least to some extent at the same time. The development of technology leads to an increasingly rapid development of the service sector, where more attention is placed on the satisfaction of users with services. In this development, customer support appears as an important factor in achieving customer satisfaction. This role was precisely recognized by the IT and telecommunications industries, which increasingly began to develop quality customer support as part of their service offering. The image of the company is successfully built and maintained by strategies of integrated marketing communication. However, more and more attention is placed on maintaining the image of the service sector through customer support. The results of this research confirmed previously conducted research, namely that the quality of customer support can affect the image. The main criteria in the choice of services for the respondents were the price and quality of the service. However, for any queries, ambiguities and problems, respondents expect to have quality support available. The Croatian telecommunications company Hrvatski Telekom is an example of successful image management through integrated communication strategies. However, regardless of a well- executed marketing strategy to achieve a good image, bad user experiences with services and with customer support can significantly affect satisfaction with the company in general, which was confirmed by this research. Respondents in this research, in case of inquiries or experiencing problems, prefer a more direct way of communicating with a company employee than online contact, but in case of dissatisfaction, they are ready to share their experience on publicly available online social networks. |
