master's thesis
IMPLICATION OF LOYALTY CARDSON CUSTOMER BEHAVIOUR

Dinko Babić (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleUtjecaj kartica vjernosti na ponašanje potrošača
AuthorDinko Babić
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Trgovci u maloprodajni prostor uspijevaju privući potencijalne kupce izlogom, reklamom, pozicijom, artiklima i atmosferom. Nakon toga, odlučujući korak je pretvoriti potencijalne kupce u zadovoljne i lojalne kupce, one koji će ponovo doći i prenijeti pozitivne preporuke. U uvjetima velike konkurencije, kakva danas vlada na tržištu, teško je biti inovativan te pronaći način kako to postići i jasno je da uspjeti mogu samo pojedinci i tvrtke koji stalno razvijaju znanje o tržištu, konkurenciji i kupcima. U prodajnoj strategiji nužno je imati cjelovitu informaciju o svakom segmentu. Zbog toga prodavači nastoje komunicirati s kupcima, pratiti njihove potrebe i navike, poticati ih da više i češće troše, a kako bi kod potrošača naišli na pozitivan prijem, nude im razne pogodnosti. Jedan od najučinkovitijih načina za ovakvu vrstu suradnje su kartice vjernosti (loyalty kartica). U radu ću obrazložiti pojmove ponašanje potrošača, unapređenja prodaje, upravljanje odnosima s potrošačima, program lojalnosti i kartice vjernosti. Provest ću anketu o utjecaju kartica vjernosti na ponašanje potrošača te dati komentar na rezultate ankete.
Keywordsloyalty loyalty program loyalty cards customer satisfaction
Parallel title (English)IMPLICATION OF LOYALTY CARDSON CUSTOMER BEHAVIOUR
Committee MembersZdravko Tolušić (committee chairperson)
Branko Matić (committee member)
Hrvoje Serdarušić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-01-17
Parallel abstract (English)
Retail merchants manage to attract potential buyers to their shop with advertising, location, atmosphere, items and shop windows. After that, key factor is to transform potential buyers into satisfied and loyal customers, a kind of customers who will return to shop and spread positive recommendations to other people. Considering high competition in today's market, it's hard to find a way to be innovative and therefore it's obvious that only individuals and companies that succeed are those who constantly develop knowledge about market, competition and buyers. In sales strategy it is essential to have integral information about each segment. Because of that, sellers tend to communicate with their customers, monitor their needs and habits, encourage them to spend more and offer them variety of benefits. One of the most efficient ways for this type of cooperation are Loyalty Cards. In this work I'll explain concepts of customer behaviour, sale improvements, customer relations control, loyalty program and loyalty cards. I will also make a survey about influence of loyalty cards on customer behaviour which will include my comments about survey result.
Parallel keywords (Croatian)lojalnost program lojalnosti kartica vjernosti zadovoljstvo kupaca
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:524332
CommitterGordana Kradijan