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undergraduate thesis
MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o.
Završni rad
2020. urn:nbn:hr:145:564113
Miketa, Nikolina
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Miketa, N. (2020). MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:564113

Miketa, Nikolina. "MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:564113

Miketa, Nikolina. "MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:564113

Miketa, N. (2020). 'MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:564113

Miketa N. MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:564113

N. Miketa, "MYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:564113

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Metadata
TitleMYSTERY SHOPPING I NJEGOVA ULOGA U ISTRAŽIVANJU TRŽIŠTA NA PRIMJERU HERAKLEA d.o.o. : Završni rad
Title (english)MYSTERY SHOPPING AND ITS ROLE IN MARKET RESEARCH ON THE EXAMPLE OF HERAKLEA D.O.O. : Final paper
AuthorNikolina Miketa
MentorMarija Ham (mentor)
MentorAna Pap (komentor)
Committee memberMarija Ham (predsjednik povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2020-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U vremenu gdje je konkurencija sve nemilosrdnija poduzeća moraju težiti što boljoj kvaliteti usluge kako bi kupci bili što zadovoljniji. Kupac osim dobro upakiranih proizvoda, izuzetno kreativnih marketinških poruka, svoju odluku donosi i u samom kupovnom procesu u kojemu je bitan odnos kupac-zaposlenik. Pojavljivanjem mystery shoppinga poduzeća mogu dobiti neovisne rezultate istraživanja od strane tajnih kupaca kako bi znali u čemu griješe te na taj način unaprijedili svoje poslovanje i kvalitetu usluge koja rezultira povećanjem lojalnosti kupaca, a i profita. Mystery shopping je tehnika u kojemu se tajni kupac predstavlja kao prosječni kupac i prolazi cijeli proces. Može tražiti neke dodatne pogodnosti i uopće se predstaviti kao posebno „težak“ klijent. Cilj mu je uočiti sve ključne trenutke tijekom procesa kupnje. Tajna kupnja ima pozitivne i negativne strane što je i prikazano u radu. Poduzeća u današnje vrijeme sve više posežu za mystery shoppingom kako bi stekli prednost pred konkurencijom te tako angažiraju specijalizirane agencije za takve poslove jedna od njih je Heraklea koja je jedina specijalizirana agencija za mystery shopping na ovom području Balkana, provela mnoštvo istraživanja, a u radu će biti prikazana ona koja su posebno zanimljiva i prikazuju stvarnost u kojoj se nalazi Hrvatska u odnosu na zemlje iz regije, ali i u odnosu na svijet.
Abstract (english)
Nowadays, where competition is more ruthless than ever, businesses must reach toward the best quality of service to achieve customer satisfaction. Customers, besides the valuating wellpackaged product, creative marketing messages, makes their decision during the buying process where interaction between customer and salesman is really important. By the time mystery shopping was invented, businesses could get independent results of the research thanks to secret consumers so they would know how to fix their business and upgrade the quality of services they are giving, which would result in an increased percentage of loyal consumers, same as profit. Mystery shopping is an technic in which a secret person is acting like a mystery shopper and is going through the whole shopping process itself. A mystery shopper (explorer) can ask for special deals and that way presents itself as a tough customer. Its goal is to view all key moments while going through the process of shopping. Mystery shopping has positive and negative sides which is further explained in more detailed later. Companies, nowadays use Mystery shopping more often in order so they could gain an advantage before their competition, so they hire specialty agencies to perform mystery shopping for them. One of these agencies is Heraklea, which is the only specialized agency for Mystery shopping in the area of Balkan. Heraklea did its fair share of researches and the most intriguing will be further explained later on. Their researches will show the reality in which Croatia is standing in comparison to other countries in this region also in comparison to the whole world when it comees to service quality.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:564113
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-07-14 08:09:07