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master's thesis
Izgradnja lojalnosti kupaca
Varaždin: University of Zagreb, Faculty of Organization and Informatics Varaždin, 2014. urn:nbn:hr:211:774360
Toplek, Dijana
University of Zagreb
Faculty of Organization and Informatics
Department of Economics

Institutional repository: Faculty of Organization and Informatics - Digital Repository

Cite this document

Toplek, D. (2014). Izgradnja lojalnosti kupaca (Master's thesis). Varaždin: University of Zagreb, Faculty of Organization and Informatics. Retrieved from https://urn.nsk.hr/urn:nbn:hr:211:774360

Toplek, Dijana. "Izgradnja lojalnosti kupaca." Master's thesis, University of Zagreb, Faculty of Organization and Informatics, 2014. https://urn.nsk.hr/urn:nbn:hr:211:774360

Toplek, Dijana. "Izgradnja lojalnosti kupaca." Master's thesis, University of Zagreb, Faculty of Organization and Informatics, 2014. https://urn.nsk.hr/urn:nbn:hr:211:774360

Toplek, D. (2014). 'Izgradnja lojalnosti kupaca', Master's thesis, University of Zagreb, Faculty of Organization and Informatics, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:211:774360

Toplek D. Izgradnja lojalnosti kupaca [Master's thesis]. Varaždin: University of Zagreb, Faculty of Organization and Informatics; 2014 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:211:774360

D. Toplek, "Izgradnja lojalnosti kupaca", Master's thesis, University of Zagreb, Faculty of Organization and Informatics, Varaždin, 2014. Available at: https://urn.nsk.hr/urn:nbn:hr:211:774360

Metadata
TitleIzgradnja lojalnosti kupaca
Title (english)Building customer loyality
AuthorDijana Toplek
MentorDamir Dobrinić (mentor)
MBZ: 215903
Committee memberStjepan Dvorski
MBZ: 218636
GranterUniversity of Zagreb
Faculty of Organization and Informatics
(Department of Economics)
Varaždin
Defense date and country2014-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Organization and Informatics
Abstract
Tema diplomskog rada je „Izgradnja lojalnosti kupaca“. U radu se nastoji objasniti značaj izgradnje lojalnosti kupaca, opisuje se važnost marketinške komunikacije u izgradnji programa lojalnosti te uloga CRM-a u postizanju lojalnosti kupaca. Definira se pojam lojalnosti kupaca, na koji se način mjeri lojalnost, opisuje se izgradnja i implementacija programa lojalnosti, kartice lojalnosti i sl. U radu se također prikazuju primjeri poduzeća koja koriste programe lojalnosti u svrhu izgradnje lojalnosti svojih kupaca. Provedenom online anketom istražuje se u kojoj mjeri programi lojalnosti utječu na zadržavanje i postizanje lojalnosti kupaca.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:211:774360
Study programmeTitle: Economics of Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomike poduzetništva (magistar/magistra ekonomike poduzetništva)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence Attribution-NonCommercial-NoDerivs 3.0 Unported (CC BY-NC-ND 3.0) icon
Created on2017-01-27 07:38:17