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master's thesis
UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA
Diplomski rad
2017. urn:nbn:hr:124:922948
Macanović, Albina
University of Split
Faculty of economics Split

Cite this document

Macanović, A. (2017). UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:922948

Macanović, Albina. "UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:922948

Macanović, Albina. "UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:922948

Macanović, A. (2017). 'UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 05 April 2025, https://urn.nsk.hr/urn:nbn:hr:124:922948

Macanović A. UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2025 April 05] Available at: https://urn.nsk.hr/urn:nbn:hr:124:922948

A. Macanović, "UČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:922948

Metadata
TitleUČINAK PROGRAMA VJERNOSTI NA LOJALNOST KUPACA : Diplomski rad
AuthorAlbina Macanović
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad pokazuje utjecaj koji pogrami lojalnosti imaju na vjernost potrošača. Dodatno je vjernost definirana kroz dvije dimenzije, prikazane su njihove karakteristike te utjecaj programa na svaku pojedinu. Programi lojalnosti su danas najpopularnije sredstvo zadržavanja, ali i privlačenja novih kupaca stoga ne čudi činjenica da su znatni napori i resursi uloženi u njihovu izradu kako bi se prepoznale i zadovoljile navike, želje i potrebe kupaca. Provedenom anketom utvrđen je pozitivan učinak... More programa na vjernost kupaca kroz dvije dimenzije. Istraživanje je pokazalo jači učinak na bihevioralnu komponentu vjernosti kupaca, što u konačnici i jest bitna informacija za sve poslovne subjekte koji svoje poslovanje usmjeravaju temeljem praćenja promjena u ponašanju potrošača. Istraživanje je pokazalo kako veliki broj ispitanika posjeduje više kartica lojalnosti istovremeno, što navodi na zaključak da postoji velika konkurencija na tržištu te da kupci svoje ponašanje mjenjaju ovisno o njima najprihvatljivijoj ponudi u određenom trenutku. U uvjetima snažne tržišne borbe, kreiranje kupcima što primamljivijeg programa i pridobivanje svakog novog korisnika je od iznimnog značaja za tvrtku. Rezultati ovog rada se mogu koristiti u svrhu unapređenja već postojećih programa vjernosti ili prilikom razmatranja uvođenja programa u poslovanje. Less
Abstract (english)
This paper shows the influence that loyalty programs have on customer loyalty. Additionally, loyalty is defined through two dimensions, showing their characteristics and the impact of the program on each of them. Loyalty programs are today the most popular means of retention but also attracting new customers, so it is no surprise that considerable efforts and resources have been invested in their design to recognize and satisfy the habits, wishes and needs of customers. The survey carried... More out the positive effect of the program on customer loyalty through two dimensions. The research has shown a stronger impact on the behavioral component of customer loyalty, which ultimately is essential for all businesses that focus their business on the basis of monitoring changes in consumer behavior. The research has shown that a large number of respondents have multiple loyalty cards at the same time, suggesting that there is a large competition on the market and that customers change their behavior depending on their most acceptable offer at a given time. Under the conditions of a strong market struggle, creating the most attractive program for the customers and attracting every new customer is of utmost importance to the company. The results of this paper can be used to improve already existing loyalty programs or to consider introducing programs into business. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:922948
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-10 13:16:01
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