| Sažetak | U fokusu istraživanja doktorske disertacije četiri su temeljna konstrukta: percipirana kvaliteta
usluge, percipirana vrijednost za kupca, percipirana kvaliteta odnosa s kupcima i lojalnost.
Okruženje istraživanja je tržište maloprodaje (tržište hipermarketa). Kvaliteta usluge sve više
postaje značajan izvor stjecanja održive konkurentske prednosti i sredstvo diferencijacije.
Transakcijski marketing ustupa mjesto marketingu odnosa i ulaganju napora u stvaranje
lojalnosti kupaca, a kvaliteta odnosa s kupcima kao cjelokupna procjena snage odnosa s
kupcima sve više dobiva na značaju. Konkurentska prednost uspješnih ponuđača usluga i
maloprodavača se često objašnjava logikom da kvaliteta usluge doprinosi vrijednosti za kupca
što pojačava zadovoljstvo i pozitivne namjere ponašanja, stvarajući na koncu lojalnost koja se
manifestira u povećanju profitabilnosti (Cronin et al. 2000, Slater i Narver 1994, Webster
1994). Važnost kvalitete usluge u uslužnom sektoru neupitna je. No, koliko je važna kvaliteta
usluge u proizvodno – dominantnom maloprodajnom okruženju i je li prediktor lojalnosti?
Utječe li na lojalnost izravno ili je zamjetan njen utjecaj preko percipirane vrijednosti za
kupca ili percipirane kvalitete odnosa s kupcima? Povezivanje kvalitete usluge i lojalnosti
kupaca preko koncepata percipirane vrijednosti i percipirane kvalitete odnosa s kupcima
značajno obogaćuje istraživanje i na tragu je stjecanja cjelovitije predodžbe o potonjima kao
prediktorima lojalnosti kupaca, a istodobno kao ishodima kvalitete usluge.Predloženi
istraživački model implicira da visoka kvaliteta usluge i isporuka superiorne vrijednosti za
kupca na tržištu maloprodaje rezultiraju kvalitetnijim odnosima s kupcima, te stvaranjem
njihove lojalnosti. Empirijsko istraživanje provedeno je tijekom mjeseca veljače 2013. godine
na uzorku od 861 ispitanika. Primijenjeni uzorak je po svojim obilježjima kvotni uzorak uz
kontrolne varijable grad (Sarajevo, Tuzla, Mostar), prodavaonica (Konzum, Bingo, Mercator i
Interex), spol i dob. Ispitanici su, da bi bili dio uzorka, morali biti redoviti kupci proizvoda
široke potrošnje (prehrambenih i neprehrambenih) u jednom od hipermarketa odabranom za
istraživanje. Obrađeni podaci prikupljeni tehnikom anketiranja su analizirani i interpretirani u
svrhu dobivanja informacija potrebnih za konačna razmatranja rada i zaključke provedenog
istraživanja. Primijenjene su sljedeće statističke analize: deskriptivna statistička analiza,
konfirmativna faktorska analiza (Confirmatory Factor Analysis, CFA) i modeliranje
strukturnih jednadžbi (Structural Equation Modeling, SEM) .Prema rezultatima istraživanja
napercepciju kvalitete usluge na tržištu maloprodaje (tržištu hipermarketa) F BiH pozitivno
utječu merchandising i interakcija sa zaposlenicima, dok se fizičko okruženje i prateće usluge
i pogodnosti nisu pokazali kao prediktori kvalitete usluge. Nadalje, rezultati istraživanja
ukazuju na to da percipirana kvaliteta usluge pozitivno utječe i to značajno na percipiranu
vrijednost za kupca, te neizravno preko percipirane vrijednosti za kupca na percipiranu
kvalitetu odnosa s kupcima. S druge strane, niti percipirana kvaliteta usluge, niti percipirana
vrijednost za kupca, niti percipirana kvaliteta odnosa s kupcima nisu se pokazali kao
prediktori lojalnosti kupaca na tržištu maloprodaje. Na koncu, u doktorskoj disertaciji
predočene su marketinške implikacije rezultata istraživanja, ograničenja i smjernice budućih
istraživanja. |
| Sažetak (engleski) | The following are four basic constructs within the focus of doctoral thesis research: perceived
service quality, perceived customer value, perceived realtionship quality and loyalty.
Research environment is the retail market (hypermarket market). Service quality has
increasingly become significant source of acquiring sustainable competitive advantage and a
mean of differentiation. Transaction marketing cedes its position to relationship marketing
and making efforts to create customer loyalty, while relationship quality as overall estimation
of relationship strength with customers gets more significance. Competitive advantage of
successful service providers and retailers is often explained with logics that service quality
contributes value for customer, which intensifies satisfaction and positive intentions of
behaviour creating loyalty that is at the end manifested in profitability increase (Cronin et al.
2000, Slater and Narver 1994, Webster 1994). The importance of service quality in service
sector is unquestionable. But, how much is quality important in product - dominant retail
environment and is it predictor of loyalty? Does it directly affect loyalty or is its influence
noticeable over perceived customer value or perceived relationship quality? Linking service
quality and customer loyalty through the concepts of perceived customer value and perceived
relationship quality significantly enriches research and it is on the track of acquiring more
integral conception of latter as customer loyalty predictors, and at the same time as outcomes
of service quality. Proposed research model implies that high service quality and superior
value delivery for customer at retail market result in greater relationship quality and creation
of their loyalty. Empirical research was conducted during February 2013 at the sample of 861
respondents. Applied sample is according to its characteristics quota sampling with control
variables city (Sarajevo, Tuzla, Mostar), hypermarkets (Konzum, Bingo, Mercator and
Interex), gender, and age. The respondent had to be regular customer of consumer goods
(groceries-food items and non-food related items) in one of hypermarkets that are chosen for
the research. Processed data were gathered by polling technique and were analysed and
interpreted with the aim of getting information necessary for final discussion of thesis and
conclusions of conducted research. The following statistical analyses were applied:
Descriptive Statistical Analysis, Confirmatory Factor Analysis (CFA) and Structural Equation
Modeling (SEM). According to the research results merchandising and interaction with
employees influence positively service quality perception at the retail market (hypermarket
market) in the Federation of Bosnia and Herzegovina, while physical environment, supporting
services, and facilities have not appeared as predictors of service quality. Furthermore the
research results point out that perceived service quality significantly positively influences on
perceived customer value and indirectly over perceived customer value on perceived
relationship quality. On the other hand, neither perceived service quality nor perceived
customer value, and nor relationship quality have not appeared as predictors of customer
loyalty at retail market. Finally, marketing implications of research results, limitations and
directions for further research are presented in doctoral thesis. |
