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master's thesis
Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:359459
Škontra, David Ante
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

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Škontra, D. A. (2021). Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:359459

Škontra, David Ante. "Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:359459

Škontra, David Ante. "Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:359459

Škontra, D. A. (2021). 'Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:359459

Škontra DA. Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:148:359459

D. A. Škontra, "Istraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:359459

Metadata
TitleIstraživanje uloge izgradnje odnosa s klijentima u stvaranju lojalnosti u kupnji pametnih telefona
Title (english)Exploring the role of building customer relationships in creating loyalty in smartphone purchases
AuthorDavid Ante Škontra
MentorMiroslav Mandić (mentor)
MBZ: 257553
Committee memberIrena Pandža Bajs (predsjednik povjerenstva)
Committee memberTihomir Vranešević (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2021-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Brže nego ikad, potrebe i preferencije klijenata neprestano se mijenjaju. To može i mora navesti poduzeća da kontinuirano procjenjuju njihove percepcije vrijednosti, što im je važno, a što manje važno. U suprotnom će zaostati u tržišnoj utakmici, ili i ako uspiju ostati u njoj, neće dalje prosperirati. Cilj rada bio je procijeniti kakvu ulogu upravljanje odnosima s klijentima kroz prizmu iskustva, povjerenja i osjećajnih faktora privrženosti, strasti i povezanosti ima prema lojalnosti, u kontekstu kupnje pametnih telefona. Za istraživanje koristili su se sekundarni podaci iz raznih znanstvenih izvora, kao i primarni podaci iz anketnog upitnika napravljenog za potrebe istraživanja u kojem su sudjelovala 153 ispitanika. Rezultati su pokazali da iskustvo i povjerenje imaju važnu ulogu u lojalnosti, dok se emocije privrženosti, strasti i povezanosti nisu uspjele manifestirati, međutim i dalje ne treba isključiti ulogu emocionalnih povezanosti u izgradnji lojalnosti. Zaključeno je kako razum i racionalni način razmišljanja nisu jedina važna mjerila u kupnji, izgradnji odnosa i vjernosti klijenata. Također, morati će se kontinuirano istraživati jer se mišljenja ljudi mijenjaju velikom brzinom, pogotovo u današnjem informacijskom dobu.
Abstract (english)
Faster than ever, client needs and preferences are constantly changing. This can and must lead organizations to continually assess their perceptions of value, what is important to them and what is less important. Otherwise, they will lag behind in the market game, or even if they manage to stay in it, they will not prosper any further. The aim of the paper was to assess the role of customer relationship management through the prism of experience, trust and affective factors of attachment, passion and connection to loyalty, in the context of smartphone purchases. Secondary data from various scientific sources was used for the research, as well as primary data from the survey questionnaire made for the needs of the research in which 153 respondents participated. The results showed that experience and trust play an important role in loyalty, while emotions of attachment, passion and connection failed to manifest, however the role of emotional connections in building loyalty should still not be ruled out. It was concluded that reasoning and rational thinking are not the only important criteria in purchases, building relationships and loyalty of clients. Also, it will have to be constantly researched because people’s opinions are changing at a rapid rate, especially in today’s information age.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:359459
Study programmeTitle: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2021-09-22 11:17:43