prikaz prve stranice dokumenta OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE
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undergraduate thesis
OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE
Završni rad
Split: University of Split, Faculty of economics Split, 2021. urn:nbn:hr:124:120462
Laušić, Mia
University of Split
Faculty of economics Split

Institutional repository: REFST

Cite this document

Laušić, M. (2021). OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:120462

Laušić, Mia. "OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:120462

Laušić, Mia. "OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:120462

Laušić, M. (2021). 'OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:120462

Laušić M. OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:120462

M. Laušić, "OMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:120462

Metadata
TitleOMNICHANNELING: VAŽNOST I ZNAČAJ ZA POTROŠAČE I TVRTKE : Završni rad
AuthorMia Laušić
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Glavna svrha ovog rada bila je analizirati koncept omni-kanalne prodaje, te utvrditi važnost i značaj iste u kontekstu tvrtki, ali za ponašanje potrošača. Tako se analiziralo nekoliko tvrtki korištenjem sekundarnih podataka, dok su se stavovi i percepcija potrošača ispitali primarnim istraživanjem korištenjem online anketnog upitnika. Rezultati istraživanja pokazuju da tvrtke nastoje u svoje poslovanje uključiti i offline i online kanale prodaje, no trenutno ne koriste sve mogućnosti omni-kanalne prodaje. Razlozi za navedeno se mogu tražiti u zahtjevnosti implementacije ove strategije. Nadalje, uvažavajući perspektivu potrošača, rezultati istraživanja pokazuju da potrošači imaju pozitivne stavove i percepciju mogućnosti koje nosi omni-kanalna prodaja, a što ima veliki značaj i potvrdu za same tvrtke u pogledu njihovog budućeg djelovanja. Iako su istraživanja na ovu temu jako rijetka, svakako je riječ o zanimljivoj i složenoj problematici koja zahtijeva daljnja istraživanja i u pogledu iskustva i namjera tvrtki, te iskustava i očekivanja potrošača uvažavajući razne industrije.
Abstract (english)
The main purpose of this paper was to analyze the omnichanneling concept and to determine its importance and implications for the companies and consumers. Several companies were analyzed using secondary data, while the consumers' attitudes and perceptions were explored using the online survey. Research results indicate that companies strive to include both offline and online selling channels into their business strategies, however currently they do not use all omnichanneling possibilities. The reasons for such situation can be sought within the complexity of omnichanneling strategy implementation. Furthermore, with respect to consumer perspective, research results show that consumers have positive attitudes and perceptions towards the possibilities that omnichanneling offers, which has a great significance for the companies in terms of their future business models. Although studies of this particular topic are scarce, osmnichanneling represents an interesting and complex field that deserves future exploration with respect to companies’ experiences and intentions, as well as given the consumers’ experiences and expectations across various industries.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:120462
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-10-05 13:34:31