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master's thesis
Program lojalnosti u maloprodaji
2017. urn:nbn:hr:145:149257
Vukušić, Iva
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Vukušić, I. (2017). Program lojalnosti u maloprodaji (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:145:149257

Vukušić, Iva. "Program lojalnosti u maloprodaji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:149257

Vukušić, Iva. "Program lojalnosti u maloprodaji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:149257

Vukušić, I. (2017). 'Program lojalnosti u maloprodaji', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 23 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:149257

Vukušić I. Program lojalnosti u maloprodaji [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 December 23] Available at: https://urn.nsk.hr/urn:nbn:hr:145:149257

I. Vukušić, "Program lojalnosti u maloprodaji", 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:145:149257

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Metadata
TitleProgram lojalnosti u maloprodaji
Title (english)LOYALTY PROGRAM IN RETAIL
AuthorIva Vukušić
MentorMane Medić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu obrađena je problematika lojalnosti u maloprodaji. Lojalnost kupaca/potrošača, značajno pridonosi ostvarivanju uspješnosti suvremenih poslovnih subjekata budući da gro svojih prihoda, uspješni suvremeni poslovni subjekti, ostvaruju od svojih lojalnih kupaca/potrošača. Lojalni kupci su trajni kupci koji se određenom poslovnom subjektu u najvećem broju slučajeva vraćaju upravo zbog zadovoljstva njihovom uslugom tj. proizvodom. Zadovoljstvo uslugom/proizvodom, rezultat je visoke kvalitete proizvoda koju moraju imati svi proizvođači koji žele ostvariti uspjeh u suvremenim poslovnim uvjetima. Jednako tako, suvremeni poslovni subjekti moraju biti svjesni činjenice kako je i postizanje kvalitete proizvoda kao i lojalnosti kupaca/potrošača dugotrajan proces, koji prolazi brojne faze. U izgradnji lojalnosti suvremeni poslovni subjekti, koriste različite metode. Jedna od njih je i brendiranje koje se koristi u funkciji jačanja lojalnosti maloprodaje. Uz brendiranje se koriste i programi lojalnosti koje je moguće kategorizirati na programe stvaranja veza, programe poticanja učestalijeg kontakta kao i programe stvaranja članstava. Programi poticanja lojalnost su u funkciji rasta, ostvarivanja dobiti kao i povećanja zadovoljstva suvremenih poslovnih subjekata. No, jednako tako, potrebno je znati kako programi lojalnosti mogu rezultirati i visokim troškovima, među kojima je potrebno istaknuti: troškove izdavanja kartica, popusta, nagrada i drugo. Unatoč programima lojalnosti kao i drugim metodama izgradnje trajnog odnosa s potrošačima/kupcima, lojalnost je posljedica kvalitete tj. zadovoljstva kupaca/potrošača uslugom/proizvodom.
Abstract (english)
This paper deals with loyalty issues in retail. The loyalty of customers/consumers contributes significantly to the achievement of the success of modern business entities, since most of their income comes from their loyal customers/consumers. Loyal customers are long-term buyers who, in most cases, return to a particular business entity because of the satisfaction with their service or product. Satisfaction with the service or product is the result of a high quality of products that must be achieved by all manufacturers who want to achieve success in conditions of a modern business. Furthermore, modern business companies need to be aware of the fact that achieving product quality, as well as customer/consumer loyalty, is a long-term process that passes through numerous phases. In winning loyalty of customers, modern business entities use different methods. One of them is the branding that is used to strengthen loyalty in retail. Other loyalty programs can be categorized into connection creation programs, programs for promoting more frequent contacts and membership creation programs. Loyalty programs result in increasing in profit as well as in satisfaction of customers and business entities. In addition to that, it is important to know that loyalty programs can also result in high costs, including the costs of issuing cards, discounts, prizes and more. Despite encouraging loyalty programs and using other methods for building a lasting relationship with consumers/customers, loyalty is a result of quality, i.e. customer/consumer satisfaction with the service or product.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:149257
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 on2017-10-12 11:33:00