prikaz prve stranice dokumenta MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA
  Download
PDF 1004.61 KB
master's thesis
MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA
Diplomski rad
2022. urn:nbn:hr:145:988863
Prgomet, Marijana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Quantitative Methods and Informatics

Cite this document

Prgomet, M. (2022). MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : 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:145:988863

Prgomet, Marijana. "MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : 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:145:988863

Prgomet, Marijana. "MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : 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:145:988863

Prgomet, M. (2022). 'MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 07 April 2025, https://urn.nsk.hr/urn:nbn:hr:145:988863

Prgomet M. MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2025 April 07] Available at: https://urn.nsk.hr/urn:nbn:hr:145:988863

M. Prgomet, "MODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : 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:145:988863

Please login to the repository to save this object to your list.
Metadata
TitleMODEL UPOTREBE DRUŠTVENIH MREŽA ZA POTREBE CRM-A KOD USLUŽNIH OBRTA : Diplomski rad
Title (english)MODEL OF USING SOCIAL NETWORKS FOR THE NEEDS OF CRM IN SERVICE CRAFTS : Graduate paper
AuthorMarijana Prgomet
MentorBranimir Dukić (mentor)
Committee memberJerko Glavaš (predsjednik povjerenstva)
Committee memberBranimir Dukić (član povjerenstva)
Committee memberAntoaneta Klobučar (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Quantitative Methods and Informatics)
Osijek
Defense date and country2022-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Opstanak uslužnih obrta u Republici Hrvatskoj, a ovisno o tipu djelatnosti, primarno ugrožavaju s jedne strane promjene u navikama potrošača, a s druge strane proizvodi i usluge koje na tržištu nude proizvodno efikasniji industrijski poslovni subjekti. Naime, odljev i gubitak potrošača nije jedini problem koji opterećuje suvremene uslužne obrte u Republici Hrvatskoj, no sigurno je najbitniji. Problem je tim veći jer uslijed nedostatne financijske i ekonomske moći uslužni obrti u Republici... More Hrvatskoj nisu u mogućnosti na kvalitetan način akceptirati koncept marketinga odnosa, odnosno upravljanja odnosima s potrošačima (CRM), izgrađujući i primjenjujući moćne programske alate u okviru zasebnih podsustava informacijskih sustava. Zbog toga je potrebno za uslužne obrte pronaći njima prihvatljivo rješenje za aplikaciju CRM-a. Kao modalitet se u ovom slučaju nameću alternativna rješenja koja se temelje na gerilskom pristupu. U tom su smislu društvene mreže jedno od sredstava koja su na raspolaganju uslužnim obrtima kao točka dodira u funkciji aplikacije marketinga odnosa, odnosno CRM-a u rad uslužnih obrta. Zbog toga su provedena istraživanja koja su pokazala da menadžment uslužnih obrta prepoznaje važnost CRM sustava, no uglavnom se ne koristi CRM-om, i društvenim mrežama iako stanovništvo učestalo koristi društvene mreže, osobito Facebook i Instagram. Temeljem rezultata dobivenih provedenim istraživanjima definiran je načelni deskriptivni model upotrebe društvenih mreža za potrebe CRM-a kod uslužnih obrta. U tom će smislu, na što ukazuje model, društvene će mreže omogućiti istraživanje potreba potrošača kroz permanentnu komunikaciju s potrošačima, promociju proizvoda i usluga u predprodajnim aktivnostima, provođenje prodaje, a u pojedinim uslužnim djelatnostima i distribuciju digitalnih usluga, pružanje potpore potrošačima kroz davanje uputa, savjeta i sugestija, istraživanje zadovoljstva potrošača uslugom, odnosno proizvodom, iskorištavanje influensera radi izgradnje mreže zagovornika i drugo. Među nizom korištenih znanstvenih metoda u primarnim su istraživanjima korištene metoda dubinskog intervjua i metoda anketiranja, podaci su statistički obrađeni, a u kreiranju modela korištena je metoda analogije, kao i metoda kauzalnog zaključivanja i deskriptivnog modeliranja. Istraživanjem su realizirani postavljeni ciljevi istraživanja i dokazana je početna hipoteza. Less
Abstract (english)
The existence of various types of service crafts in the Republic of Croatia, primarly is affected by the customers habits, on one, and, on the other hand, by the products and services offered by more efficient industrial business objects in the market. Further more, the decrease and the loss of customers is not the only issue that modern service crafts in the Republic of Croatia are facing, nevertheless, is one of the most important certainly. Additionally, the matter is more serious,... More since the service crafts in Croatia, due to the lack of financial and economic power, do not have possibility to accept efficiently the concept of relationship marketing, or the customer relationship management (CRM), by forming and using effective programme tools within individual subsystems of the bigger system information. In connection to this, the service crafts need to find a suitable solution for their application of CRM. There are different alternatives based on the guerrilla marketing approach that can be applied in this context. Therefore, the social networks are one of the means that service crafts can use as a meeting point in order for the application of relationship marketing or CRM to function in the work of service crafts. For this reason different investigations were undertaken which showed that the management of service crafts acknowledge the importance of CRM systems, but, in general, they do not use CRM or social networks despite the fact that the mankind frequently uses them, especially Facebook and Instagram. The general descriptive model of using social networks for the needs of CRM within the work of service crafts was defined based on the results provided by the above mentioned investigations. According to the model, social networks will facilitate the research on the customers needs throughout constant communication with cilents, product and service promotion during pre-sale activities, the process of sale, and, in certain service activities, throughout the distribution of digital services, offering support to the customers by giving them instructions, advice and suggestions, investigating customers satisfaction by the service offered, or products, using influencers for creating networks of followers etc. The method of in-depth interview and the method of survey were used in the main investigations, among many other different scientific methods; the data were processed statistically, and in the creation of the model, the method of analogy, the method of causal conclusion and descriptive modelling were used as well. The process of investigation facilitated the achievement of the stated objectives and the initial hypothesis was proven. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:988863
Study programmeTitle: Business economy; specializations in: Trade and logistics, Management, Logistic management , Business informatics
Course: Business informatics
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 on2023-05-26 07:10:12
accessibility

closeAccessibilityrefresh

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