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master's thesis
Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:385926
Sabljić, Nina
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

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Sabljić, N. (2024). Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:385926

Sabljić, Nina. "Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:385926

Sabljić, Nina. "Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:385926

Sabljić, N. (2024). 'Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:385926

Sabljić N. Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:385926

N. Sabljić, "Istraživanje zadovoljstva korisnika chatbotova u modnoj industriji", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:385926

Metadata
TitleIstraživanje zadovoljstva korisnika chatbotova u modnoj industriji
Title (english)Research on the satisfaction of chatbot users in the fashion industry
AuthorNina Sabljić
MentorMiroslav Mandić (mentor)
Committee memberTihomir Vranešević (član povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvoj tehnologije i upotreba chatbotova u modnoj industriji predstavljaju ključno područje istraživanja zbog potencijala da transformiraju maloprodajnu industriju. Chatbotovi postaju sve popularniji u modnoj industriji zahvaljujući svojoj sposobnosti pružanja personaliziranih iskustava kupovine i poboljšanja angažmana korisnika. Oni štede vrijeme korisnicima, pružaju točne informacije, omogućuju personaliziran modni sadržaj i pamte korisničke preferencije, što na kraju dovodi do veće zadovoljstva korisnika i njihove lojalnosti prema modnim markama. Za ovo istraživanje odabrane su modne marke zbog svojih jedinstvenih karakteristika u usporedbi s drugim potrošačkim markama. Modne marke, za razliku od potrošačkih, više se fokusiraju na osobni izraz i individualnost, što ih čini zanimljivim subjektom za ispitivanje utjecaja chatbotova na korisnike. U ovom istraživanju korištena je kombinacija kvalitativnih i kvantitativnih metoda kako bi se procijenilo zadovoljstvo korisnika i upotrebljivost chatbotova u modnoj industriji. Istraživanje je obuhvatilo analizu interakcija korisnika s chatbotovima, ispitivanje njihovih očekivanja i iskustava te mjerenje utjecaja tih iskustava na lojalnost prema određenim modnim markama. Podaci su prikupljeni putem online anketa i intervjua, a analiza je uključivala statističku obradu rezultata kako bi se utvrdile ključne korelacije i trendovi. Rezultati istraživanja ukazali su na to da chatbotovi značajno doprinose povećanju zadovoljstva korisnika pružajući personalizirane i točne informacije. Korisnici koji su iskusili visoku razinu personalizacije i brzine odgovora pokazali su veću lojalnost prema modnim markama. Međutim, istraživanje je također otkrilo da različite skupine korisnika različito percipiraju upotrebljivost chatbotova, što sugerira potrebu za prilagodbom dizajna chatbotova kako bi bolje odgovarali različitim korisničkim preferencijama i razinama iskustva. Ovi rezultati naglašavaju važnost daljnjeg prilagođavanja tehnologije potrebama korisnika kako bi se maksimalno iskoristio potencijal chatbotova u modnoj industriji.
Abstract (english)
The development of technology and the use of chatbots in the fashion industry represent a crucial area of research due to their potential to transform the retail industry. Chatbots are becoming increasingly popular in the fashion industry because of their ability to provide personalized shopping experiences and enhance user engagement. They save users' time, provide accurate information, deliver personalized fashion content, and remember user preferences, ultimately leading to greater customer satisfaction and loyalty to fashion brands. Fashion brands were selected for this study because of their unique characteristics compared to other consumer brands. Unlike consumer brands, fashion brands focus more on personal expression and individuality, making them an interesting subject for examining the impact of chatbots on users. This research employed a combination of qualitative and quantitative methods to assess user satisfaction and the usability of chatbots in the fashion industry. The study included an analysis of user interactions with chatbots, an examination of their expectations and experiences, and a measurement of how these experiences influenced loyalty to specific fashion brands. Data were collected through online surveys and interviews, and the analysis involved statistical processing of the results to identify key correlations and trends. The research findings indicated that chatbots significantly contribute to increasing user satisfaction by providing personalized and accurate information. Users who experienced a high level of personalization and quick response times showed greater loyalty to fashion brands. However, the research also revealed that different user groups perceive the usability of chatbots differently, suggesting the need to tailor chatbot design to better match various user preferences and experience levels. These results underscore the importance of further adapting technology to user needs to fully leverage the potential of chatbots in the fashion industry.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:385926
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2024-09-24 06:52:31