prikaz prve stranice dokumenta Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika
Access restricted to students and staff of home institution
master's thesis
Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika
2017. urn:nbn:hr:145:571008
Ivančić, David
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Ivančić, D. (2017). Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika (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:145:571008

Ivančić, David. "Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:571008

Ivančić, David. "Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:571008

Ivančić, D. (2017). 'Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 20 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:571008

Ivančić D. Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 March 20] Available at: https://urn.nsk.hr/urn:nbn:hr:145:571008

D. Ivančić, "Voice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:571008

Please login to the repository to save this object to your list.
Metadata
TitleVoice of customer (VOC) analize kao suvremeni marketinški alat za izgradnju podataka o Feedbacku-u korisnika
Title (english)Voice of the customer (VOC) analyses as a modern marketing tool for development of customer feedback database
AuthorDavid Ivančić
MentorMarija Ham (mentor)
Committee memberMarija Ham (predsjednik povjerenstva)
Committee memberSanja Pfeifer (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-07-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Rad se temelji na razradi VOC (Voice of the customer) koncepta te obuhvaća teoretski i praktični dio. Teoretski dio daje uvid u sam koncept te u osnovne elemente istoga, s naglaskom na prednosti koje se uvođenjem navedenoga ostvaruju u poslovanju. Praktični dio odnosi se na primjere iz prakse za svako poglavlje teoretskog dijela i dočarava način provedbe VOC koncepta u pravnim subjektima koji već postoje na tržištu. Kompletan rad podijeljen je u šest osnovnih poglavlja, izuzev uvodnog i... More zaključnog dijela. Prvim poglavljem definiran je i detaljnije pojašnjen sam pojam VOC analiza, a u drugom poglavlju evidentirane su prednosti primjene istih u poslovanju. Treće poglavlje obuhvaća osnovne smjernice za provedbu VOC istraživanja, u sklopu čega su definirani načini postavljanja ciljeva, odabira kanala istraživanja, odabira uzorka ispitanika te izrade anketnog mehanizma kojim se istraživanje provodi. Nakon toga slijedi detaljan opis načina na koji se VOC istraživanja mogu kontinuirano provoditi neposrednim putem, bez standardne forme u obliku anketnog upitnika. Slijedi dio rada u kojemu je opisan način na koji se VOC istraživanja mogu provoditi putem službe za korisnike te su detaljnije pojašnjeni pojmovi CSAT, CES i NPC vezani uz korisničko zadovoljstvo. Rad je zaključen predstavljanjem rezultata istraživanja vezanih uz primjenu VOC-a provedenog od strane časopisa The Economist te osvrtom autora na kompletan koncept. Kroz cijeli rad protežu se smjernice za optimalnu provedbu VOC istraživanja, stoga isti može služiti kao svojevrstan temelj za one koji žele steći osnovno znanje vezano uz sofisticirane načine izgradnje baze podataka o feedback-u korisnika putem VOC analiza. Less
Abstract (english)
The thesis is based on the description of the VOC (Voice of the customer) concept and is consisted of a theoretical and practical part. The theoretical part gives insight into the very concept and basic elements of the concept itself, with emphasis on the advantages of using the VOC concept as a part of a business strategy. The practical part refers to presenting case studies for each chapter of the theoretical part. The complete thesis is divided into six basic chapters, excluding the... More introduction and the conclusion. The first chapter defines and explains the very concept of VOC analysis, and the second chapter completes it with the presentation of the positive results that organizations, which apply this concept, can achieve. The third chapter gives basic guidelines for the implementation of VOC research, including guidelines for setting goals, selecting a research channel, selecting a sample of respondents and developing a survey mechanism. Thereafter, there is a part of the thesis that gives a detailed description of the way VOC studies can be implemented in business on a continuous basis, without a standard form of a questionnaire. The following chapter describes methods of performing a VOC research through customer service and gives the description of the terms CSAT, CES, and NPC, related to the satisfaction of the customer. The thesis is concluded by presenting research results related to the integration of VOC concept in everyday business practice, provided by the magazine The Economist, and the author's review of the complete concept. The whole thesis focuses on providing the guidelines for the optimization of business processes using VOC researches, so that it can be used as a foundation for those who want to acquire basic knowledge about sophisticated ways to build customer feedback databases using the VOC analysis. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:571008
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-04 10:08:59
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.