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master's thesis
ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA
Diplomski rad
2021. urn:nbn:hr:124:612247
Čavala, Gabriela
University of Split
Faculty of economics Split

Cite this document

Čavala, G. (2021). ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:612247

Čavala, Gabriela. "ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:612247

Čavala, Gabriela. "ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:612247

Čavala, G. (2021). 'ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 07 April 2025, https://urn.nsk.hr/urn:nbn:hr:124:612247

Čavala G. ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2025 April 07] Available at: https://urn.nsk.hr/urn:nbn:hr:124:612247

G. Čavala, "ULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:612247

Metadata
TitleULOGA KVALITETE MARKE U LOJALNOSTI POTROŠAČA : Diplomski rad
AuthorGabriela Čavala
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovoga rada ispitivanje je uloge kvalitete marke u izgradnji lojalnosti određenoj marki. Postojanje marke seže u davnu prošlost, od vremena postojanja žigova. S vremenom njeno značenje i njena vrijednost se razvijala. Danas marka predstavlja jednu od najvrjednije imovine za kompanije. Za njeno uspješno poslovanje, zaduženi su marketinški stručnjaci koji moraju svakodnevno prateći nove trendove raditi na razvijanju odnosa između kupaca i marke. Za početak putem različitih oblika komunikacije... More kupac ostvaruje prvi kontakt s markom i procjenjuje ju kao ne/korisnu za njega. Ukoliko komunikacija rezultira kupčevom zainteresiranošću za marku, ključan korak za marku je da ju kupac percipira kao kvalitetnu, kako bi joj nastavio posvećivati svoje vrijeme i izdvajati vlastiti novac na istu. Percipirana kvalitete predstavlja subjektivni osjećaj kupca na temelju dobivenog kupnjom proizvoda određene marke. Kontinuiranom isporuke kvalitete kupac zadobiva povjerenje u marku, osjećaj da se u nju uvijek može pouzdati i da će odabirom nje, prilikom svake kupovine dobiti očekivanu korist. Tek nakon što izgradi određenu količinu povjerenja, za kupca se može reći da je krenuo s izgradnjom lojalnosti prema nekoj marki. Lojalnost je rezultanta ispostavljene razine kvalitete što je ovim istraživanjem i potvrđeno. Izgrađena lojalnost sama po sebi predstavlja konkurentsku prednost za kompaniju, na način da će lojalan kupac uvijek dati prednost proizvodu preferirane marke u moru sličnih. Osim toga za sve druge buduće kupovine proizvoda drugih linija, uvijek će prvenstvo odabira dati proizvodima marke kojoj vjeruje. Svjesne važnosti postojanja izgrađenih lojalnih odnosa, kompanije na čelu sa svojim marketinškim stručnjacima moraju razvijati nove načine i tehnike za pridobivanje lojalnih kupaca. Less
Abstract (english)
The subject of this research is to examine the role of brand quality in building loyalty to a particular brand. The existence of the brand dates back to the ancient past, from the time of the existence of trademarks, Over time, its meaning and its value have evolved. Today, the brand is one of the most valuable assets for companies. For its successful business, marketing experts are in charge, who must follow new trends on a daily basis to develop the relationship between customers and the... More brand. Through various forms of communication, the customer makes the first contact with the brand and evaluates it as useless or useful for him. If the communication results in the customer's interest in the brand, the key step for the brand is that the customer perceives it as quality, in order to continue to dedicate their time to it and allocate their own money to it. Perceived quality represents the subjective feeling of the customer based on the purchase of a product of a particular brand. With the continuous delivery of quality, the customer gains confidence in the brand, the feeling that he can always be trusted and that by choosing it, he will get the expected benefit with each purchase. Only after building a certain amount of trust for customer can be said that he started building loyalty to a brand. Loyalty is the result of the level of quality, which was confirmed by this research. Built loyalty represents a competitive advantage for the company, in way that a loyal customer will always give preference to the product of the preferred brand in a sea of similar ones, in addition to all other future purchases of other lines, he will always give priority to the brand he trusts. Aware of the importance of having loyal relationships, companies led by their marketing experts need to develop new ways and techniques to gain loyal customers. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:612247
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 on2021-07-26 09:25:41
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