prikaz prve stranice dokumenta Lojalnost potrošača u sportskom marketingu
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master's thesis
Lojalnost potrošača u sportskom marketingu
primjer sportskog tima
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:448722
Dujmović, Romana
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Dujmović, R. (2021). Lojalnost potrošača u sportskom marketingu : primjer sportskog tima (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:448722

Dujmović, Romana. "Lojalnost potrošača u sportskom marketingu : primjer sportskog tima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:448722

Dujmović, Romana. "Lojalnost potrošača u sportskom marketingu : primjer sportskog tima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:448722

Dujmović, R. (2021). 'Lojalnost potrošača u sportskom marketingu : primjer sportskog tima', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:448722

Dujmović R. Lojalnost potrošača u sportskom marketingu : primjer sportskog tima [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 December 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:448722

R. Dujmović, "Lojalnost potrošača u sportskom marketingu : primjer sportskog tima", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:448722

Metadata
TitleLojalnost potrošača u sportskom marketingu : primjer sportskog tima
Title (english)Customer loyalty in sports marketing : sports team example
AuthorRomana Dujmović
MentorMiroslav Mandić (mentor)
Committee memberTihomir Vranešević (predsjednik povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2021-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Lojalnost potrošača predstavlja bitan faktor poslovanja, koji diferencira određenu organizaciju od drugih. Za sportski marketing, lojalnost potrošača je jedan od najbitnijih faktora jer sportski klubovi ovise o svojim potrošačima, posebno segmenta lojalnih potrošača. U radu se analiziraju i interpretiraju čimbenici koji imaju utjecaj na stvaranje lojalnih potrošača u segmentu sporta, pomoću istraživanja mišljenja sportskih obožavatelja i sportskih profesionalaca. Rezultati istraživanja prikazuju mišljenja sportskih profesionalaca o samoj važnosti lojalnih potrošača kako za industriju sporta tako i za njihove omiljene sportske timove putem izviđajnog istraživanja, te količinu lojalnosti sportskih obožavatelja prema omiljenom timu putem opisnog istraživanja. Interpretacijom spomenutih rezultata dolazi se do ključnih spoznaja o lojalnim potrošačima, odnosno do njihove izuzetne važnosti za daljnji razvitak sportskih klubova, njihove uključenosti u sportske događaje vezane za njihov omiljeni tim, te njihovu lojalnost prema omiljenom timu na koju rijetko koji interni ili eksterni faktor može utjecati.
Abstract (english)
Consumer loyalty is an important business factor, which differentiates a certain organization from others. For sports marketing, consumer loyalty is one of the most important factors because sports clubs depend on their consumers, especially the segment of loyal consumers. The paper analyzes and interprets the factors that have an impact on the creation of loyal consumers in the sports segment, using a survey of the opinions of sports fans and sports professionals. The results of the research show the opinions of sports professionals about the importance of loyal consumers for both the sports industry and their favorite sports teams through reconnaissance research, and the amount of loyalty of sports fans to their favorite team through descriptive research. Interpretation of the mentioned results leads to key insights into loyal consumers, i.e. their exceptional importance for the further development of sports clubs, their involvement in sports events related to their favorite team, and their loyalty to a favorite team that can rarely be influenced by internal or external factors.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:448722
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and 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 on2021-09-30 07:19:52