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master's thesis
Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:111604
Grabovac, Lucija
University of Zagreb
Faculty of Economics and Business
Department of Trade and International Business

Institutional repository: REPEFZG

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Grabovac, L. (2022). Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:111604

Grabovac, Lucija. "Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:111604

Grabovac, Lucija. "Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:111604

Grabovac, L. (2022). 'Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 19 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:111604

Grabovac L. Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 November 19] Available at: https://urn.nsk.hr/urn:nbn:hr:148:111604

L. Grabovac, "Istraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:111604

Metadata
TitleIstraživanje percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj
Title (english)Research of loyalty program perception on the drug market in the Republic of Croatia
AuthorLucija Grabovac
MentorMiroslav Mandić (mentor)
Committee memberBlaženka Knežević (predsjednik povjerenstva)
Committee memberHelena Nikolić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Trade and International Business)
Zagreb
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Odanost potrošača vrlo je vrijedna imovina. Kako bi pridobili lojalnost postojećih potrošača i stvorili privrženost, sve veći broj poduzetnika odlučuje se na implementaciju programa lojalnosti. Sam cilj diplomskog rada je bio kroz teorijski dio definirati te prikazati ponašanje potrošača, program lojalnosti te njegovu važnost i drogerijsko tržište u Republici Hrvatskoj. Istraživački dio proveden je upitnikom kao instrumentom istraživanja s ciljem istraživanja percepcije programa lojalnosti na drogerijskom tržištu u Republici Hrvatskoj. Istraživanje je provedeno na ukupnom uzorku (n=120). Provedbom istraživanja, došlo je se do rezultata kako ispitanici programe lojalnosti smatraju vrlo važnima te ih koriste. Kao glavne razloge korištenja programa lojalnosti ispitanici navode da su njihova očekivanja kroz pogodnosti koje ostvaruju ispunjena, smatraju da su programi lojalnosti korisni za njih te ih program lojalnosti potiče na ponovnu kupovinu u toj trgovini.
Abstract (english)
Customer loyalty is a very valuable asset. In order to win the loyalty of existing customers and create attachments, an increasing number of entrepreneurs decide to implement loyalty programs. The aim of the thesis was to define and present consumer behavior, the loyalty program and its importance and the drugstore market in the Republic of Croatia through the theoretical part. The research part was conducted with a survey questionnaire with the aim of investigating the perception of loyalty programs on the drugstore market in the Republic of Croatia. The research was conducted on a total sample (n=120). By carrying out the research, it was found that the respondents consider loyalty programs very important and use them. As the main reason for using the loyalty program, the respondents state that their expectations are met through the benefits they receive, they think that the loyalty program is useful for them, and the loyalty program encourages them to shop again in that store.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:111604
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 conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) icon
Created on2022-09-26 13:46:35