master's thesis
Marketing usluga

Renata Vitez (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleMarketing usluga
AuthorRenata Vitez
Mentor(s)Mane Medić (thesis advisor)
Abstract
U suvremenom tržišnom gospodarstvu sektor usluga postaje sve dominantniji, te stoga raste i značaj marketinga za usluge. Ključnu ulogu u marketingu usluga ima sam korisnik, te u prvi plan dolazi važnost razumijevanja ponašanja potrošača i ophođenje s njima. Kako bi poduzeća bila što uspješnija u svom cilju, uslugu je potrebno tretirati kao materijalni proizvod, primijeniti iste tehnike odlučivanja, sa razlikom u kriterijima segmentiranja te upotrebe varijabli marketing mixa. Autori marketinške literature ističu da ne postoje dva marketinga, jedan za proizvode i jedan za usluge, ali se bitno razlikuju u kriterijima za segmentaciju jer ipak se proizvod i usluga razlikuju u brojnim karakteristikama i specifičnostima. Iako ne postoje dva marketinga, postoji potreba za specijalistima u marketingu koji će usluge sagledati na drugačiji način nego što se gledalo na proizvode od dana kada postoji marketing. Velik dio opipljivih proizvoda također sadrži komponente usluge, te stoga ne čudi što je usluga postala sastavni dio proizvoda i izvor konkurentske prednosti koja se može održati dugoročno, a u konačnici donosi profit, te iznadprosječan rast i razvoj poduzeća. Sektor usluga u nacionalnim i globalnim okvirima doživljava veoma dinamične i brojne promjene, njegov udio u stvaranju BDP-a neprestano raste, povećava zaposlenost, međunarodnu razmjenu te brojne ekonomske i tehnološke promjene. S obzirom na važnost usluga u gospodarstvu, cilj ovog diplomskog rada je prikazati specifičnost marketinških aktivnosti u uslužnom sektoru, ponašanje korisnika usluga i upravljanje marketinškim mixom uslužnih djelatnosti. Kako sam djelatnica banke, kao dodirna točka sa profesijom, u radu će biti izdvojene bankarske usluge.
Keywordsmarketing user service
Committee MembersMane Medić (committee chairperson)
Drago Ružić (committee member)
Blaženka Hadrović Zekić (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 date2017-05-12
Parallel abstract (English)
In the modern market economy, the service sector is becoming increasingly dominant; therefore, the importance of the services marketing has also been growing. The user has the key role in the services marketing, and the importance of understanding consumers’ behaviour and dealing with them is of outmost importance. In order for companies to be as successful as possible in reaching their goal, a service must be treated as a material product and the same decision techniques with a difference in segmentation criteria and usage of marketing mix variables must be applied. Authors of marketing reference books stress that there are not two types of marketing, i.e. one for products and the other for services; however, they differ significantly in the segmentation criteria as a product and service differ in numerous characteristics and specificities. Even thought two types of marketing do not exist, there is a demand for marketing specialists who are going to look at services in a different way than at products since the day of market existence. A great number of tangible products also contain service components so it is no wonder that the service became product’s constituent part and source of competitive advantage, which can be maintained for a long time, bringing profit, above-average growth, and company’s development in the end. The services sector on the national and global scale has been experiencing intense dynamic and numerous changes, its share in GDP development has been growing continuously increasing employment, international exchange, and other economic and technologic changes. Due to the importance of services in the economy, the aim of this thesis paper is to present the specificity of marketing activities in the service sector, service users’ behaviour, and marketing mix management of service activities. As I am a bank employee, banking services will be singled out in the paper as profession-related load-bearing point.
Parallel keywords (Croatian)marketing potrošač usluga
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:145:467289
CommitterGordana Kradijan