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master's thesis
Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:862754
Špoljarević, Lucija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Špoljarević, L. (2020). Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:862754

Špoljarević, Lucija. "Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:862754

Špoljarević, Lucija. "Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:862754

Špoljarević, L. (2020). 'Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:862754

Špoljarević L. Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:148:862754

L. Špoljarević, "Istraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:862754

Metadata
TitleIstraživanje razloga promjene mobilnog operatora u Republici Hrvatskoj
Title (english)Exploring reasons for switching mobile operators in Croatia
AuthorLucija Špoljarević
MentorRužica Brečić (mentor)
Committee memberRužica Brečić (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
Committee memberTihomir Vranešević (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Telekomunikacijska industrija jedna je od najbrže rastućih i najprofitabilnijih industrija na svijetu. U uvjetima rastuće konkurencije i sve sličnijim ponudama primarni cilj mobilnih operatora je zadržati svoje postojeće korisnike i izgraditi bazu lojalnih korisnika. U sklopu ovog istraživanja dobio se odgovor na pitanje kako pružatelji telekomunikacijskih usluga mogu svoje korisnike učiniti zadovoljnima i zadržati ih. Po uzoru na istraživanje autora Malhotra i Kubowicz Malhotra (2013) te Lunn i Lyons (2018) za američko i irsko telekomunikacijsko tržište provedeno je predmetno istraživanje za hrvatsko tržište na uzorku od 116 ispitanika kojim su se željeli identificirati glavni razlozi promjene mobilnog operatora kao i razlozi zadovoljstva. Identificirani su glavni razlozi promjene mobilnog operatora odnosno faktori zadovoljstva te su stavljeni u kontekst s demografskim obilježjima ispitanika. Rezultati istraživanja ukazuju na to da su glavni uzroci promjene mobilnog operatora mjesečna naknada koju ispitanici plaćaju za tarife, sadržaj tarifa i nemogućnost ostvarivanja dodatnih popusta i pogodnosti ako su dugogodišnju korisnici. Faktori koji u tolikoj mjeri ne utječu na odluku o promjeni su inovativnost, imidž i ljubaznost zaposlenika.
Abstract (english)
The telecommunications industry is one of the fastest growing and most profitable industries in the world. In the conditions of growing competition and increasingly similar offers, the primary goal of mobile operators is to retain their existing customers and build a base of loyal customers. This research seeks to answer the question of how telecommunications service providers can make their customers satisfied and retain them. Following the research of Malhotra and Kubowicz Malhotra (2013) and Lunn and Lyons (2018) conducted in the US and Irish telecommunications markets, a survey of the Croatian market was conducted on a sample of 116 respondents to identify the main reasons for changing the mobile operator and reasons for satisfaction. The main reasons for the change of mobile operators, ie satisfaction factors, were identified and placed in context with the demographic characteristics of the respondents. The results of the research indicate that the main reasons for the change of mobile operator are the monthly fee paid by respondents for tariffs, the content of tariffs, and the inability to receive additional discounts and benefits if they are long – term users. Factors that do not influence the decision to change to such an extent are the innovation, image and kindness of the employees.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:862754
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-29 06:00:11