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master's thesis
ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA
Diplomski rad
2022. urn:nbn:hr:145:564572
Renka, Alen
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Renka, A. (2022). ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:564572

Renka, Alen. "ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:564572

Renka, Alen. "ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:564572

Renka, A. (2022). 'ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:564572

Renka A. ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:145:564572

A. Renka, "ANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:564572

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Metadata
TitleANALIZA CHATBOTA U PROGRAMIMA ISTOVREMENE RAZMJENE PORUKA : Diplomski rad
Title (english)CHATBOT ANALYSIS IN INSTANT MESSAGING APPLICATIONS : Graduate paper
AuthorAlen Renka
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Potrošači su glavni dio poslovnog subjekta; bez njih, poslovni subjekt nema kome pružati proizvod ili uslugu. Njega potrošača kroz sve moguće komunikacijske kanale je ključno za stvaranje lojalnih potrošača i stjecanje novih. Usmjerena komunikacija s potrošačima putem marketinških kanala daje poslovnom subjektu način ili čak prečac da ostvari svoje ciljeve. Jedini marketinški kanali koji i to uspijevaju, pri tome i nadmašujući ostale, su društvene mreže i programi istovremene razmjene poruka kao kanali. Kako evolucija tehnologije nema stagnacije, u svemu ovome se pojavljuje chatbot kao novi komunikacijski i marketinški kanal te način spajanja potrošača s poslovnim subjektom. Kroz ovaj rad će se prikazati načini kako da poslovni subjekt najuspješnije komunicira s potrošačima te s kojih programa i kanala da to ostvari. Korištenje chatbota je zadatak koji može biti vrlo lagan, no ujedno vrlo kompliciran i težak ako se ne definiraju ciljevi i zahtjevi tehnologije – stoga će se neki od načina razvoja spomenuti te obraditi u ovome radu. Uspjeh poslovnom subjektu nije zagarantiran definitivno ukoliko primjene chatbot kao kanal komunikacije unutar programa istovremene razmjene poruka. Naime, ukoliko implementiraju i žele uspjeti, poslovni subjekt bi trebao voditi računa o ponašanju svojih potrošača i u skladu s tim redovno ažurirati i nadograđivati chatbota, stvarajući tako dobru podlogu za uspjeh i naravno „pametnije“ chatbota.
Abstract (english)
Consumers are a major part of the business; without them, the business has no one to provide a product or service to. Customer care through all possible communication channels is essential for creating loyal customers and acquiring new ones. Targeted communication with consumers through marketing channels gives a business a way or even a shortcut to achieve its goals. The only marketing channels that manage to do that, surpassing others, are social networks and instant messaging applications as channels. As the evolution of technology is not stagnating, chatbot appears in all this as a new communication and marketing channel and a way of connecting consumers with businesses. This paper will show ways in which a business can communicate with consumers most successfully, and from which programs and channels to achieve this. Using a chatbot is a task that can be very easy, but very complicated and difficult if the goals and requirements of the technology are not defined - thus, some of the development phases will be mentioned and processed in this paper. The success of a business is definitely not guaranteed even if a chatbot is used as a communication channel within the instant messaging application. Namely, if they implement and want to succeed, a business should take care of the behavior of its consumers and accordingly update and upgrade the chatbot, thus creating a good basis for success and of course a "smarter" chatbot.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:564572
Study programmeTitle: Marketing
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 on2023-03-14 09:52:50