| Abstract | Ovaj rad prikazuje utjecaj upravljanja odnosima s kupcima na lojalnost kupaca u uslužnom sektoru. Prikazana je važnost lojalnosti za poslovanje i njezine prednosti, postizanje visoke razine lojalnosti kod kupaca više nije samo jedan od načina povećanja profita, već je od ključne važnosti za opstanak poduzeća. Odani kupci smatraju se iznimno vrijednim za trgovinu, a lojalnost je općenito povezana s višim razinama kvalitete usluga. Lojalnost je opisana i definirana kroz dvije dimenzije- bihevioralnu i stavovnu, Bihevioralna dimenzija, odnosno ponašanje, odnosi se na kupovne navike ili aktivnosti koje kupac iskazuje naspram proizvoda ili marke. Stavovna dimenzija se odnosi na percepcije, stavove i emocije koje kupac iskazuje prema proizvodu ili marci. Opisana je lojalnost u uslužnim djelatnostima, specifičnosti njezinog postizanja. Prikazana je i specifičnost uslužnih djelatnosti i njihove ponude, odnosno razlika u marketinškim naporima koje je potrebno provesti koji se razlikuju od ponude opipljivih proizvoda, budući da su usluge nematerijalni proizvodi. Opisane su i karakteristike usluga (neopipljivost, heterogenost i intenzitet interakcije...), te su uspoređene njihove razlike s karakteristikama proizvoda. Usluge pružaju mogućnost međuljudske interakcije između zaposlenika i kupaca i stvaranja odnosa, one se za razliku od robe temelje isključivo na takvoj interakciji. Upravljanje odnosima s kupcima ili CRM (Customer relationship management) je proces gradnje odnosa kako bi se s vremenom povećalo zadovoljstvo i lojalnost kupca. Prikazane su prednosti CRM-a, njegova implementacija, ukazana je važnost i korist provođenja CRM aktivnosti koje su usmjerene na kupce. U radu se spominje važnost upotrebe CRM-a kroz njegove ciljeve izgradnje dugoročnih odnosa s kupcima i ostvarivanja veće prodaje. Prikazana je veza između lojalnosti i CRM-a, te utjecaj koji CRM ima na postizanje lojalnosti. Također je opisano i zadovoljstvo kao bitna komponenta kroz koju se gradi lojalnost. U radu su opisani i modeli u kojima se prikazuje povezanost između provođenja aktivnosti CRM-a koje utječe na stvaranje zadovoljstva kod kupaca, te posljedično dolazi i do zadržavanja kupaca i gradnje pozitivnih stavova, a zatim i do stvaranja lojalnosti. |
| Abstract (english) | This paper presents the impact of customer relationship management on customer loyalty in the service sector. The importance of loyalty for business and its advantages is shown, achieving a high level of loyalty with customers is no longer just one of the ways to increase profits, but is crucial for the survival of the company. Loyal customers are considered extremely valuable for the trade, and loyalty is generally associated with higher levels of quality service. Loyalty is described and defined through two dimensions - behavioral and attitudional, Behavioral dimension, or customer behavior, refers to shopping navigation or activities that the customer shows in relation to products or markets. The attitude dimension refers to the perceptions, attitudes and emotions that the customer expresses towards the product or brand. Loyalty in service sector, the specifics of its achievement are described. The specificity of service sector and their supply is also presented, the differences in market efforts that need to be carried out are shown, which differ from the supply of tangible products, since the services are intangible products. The characteristics of the service (intangibility, heterogeneity and intensity of interaction...) are described in the work, and their differences are compared with the characteristics of the product. Services provide the possibility of interpersonal interaction between employees and customers and the building of relationships, based solely on such interaction they differ from the goods. Customer Relationship Management or CRM (Customer Relationship Management) is the proces of building of relationships to increase customer satisfaction and loyalty over time. The advantages of CRM, its implementation, the importance and benefits of conducting customeroriented CRM activities are presented. The paper mentions the importance of using CRM through its goals of building long-term customer relationships and achieving higher sales. The connection between loyalty and CRM is shown, and the influence that CRM has on achieving loyalty. Satisfaction is also described as an essential component through which loyalty is built. The paper also describes the models in which the connection between the implementation of CRM activities that affect the creation of customer satisfaction, and consequently leads to customer retention and building positive attitudes, and then to the achievement of loyalty. |
