Title Tajna kupnja Title (english) Mystery Shopping Author Petra Morović Mentor Ivana Pavlić (mentor)Committee member Barbara Puh (predsjednik povjerenstva)Committee member Marija Martinović (član povjerenstva)Granter University of Dubrovnik Defense date and country 2020-09-30, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Zadovoljni kupci/klijenti su polazna točka gotovo svake tvrtke. Svaka tvrtka pokušava na svojoj razini pružiti najbolje usluge kako bi kupci bili zadovoljni. Kupac/klijent mora biti zadovoljan, a da bi se prilagodili zahtjevima suvremenih potrošača i ispunila njihova očekivanja provode se brojna istraživanja. Ponašanje potrošača obuhvaća aktivnosti prije kupovine, samu kupovinu, te aktivnosti poslije kupovine. Budući da na proces odlučivanja utječu brojni čimbenici i podložno je promjenama,
... More vrlo je bitno konstantno proučavati ponašanje potrošača. Tajna kupnja je vrsta istraživačkog alata za mjerenje nivoa zadovoljstva, iskustva kupca na nepristran način, a cilj joj je poboljšanje kvalitete usluga.
Ovaj rad pokušava otkriti konceptualno razumijevanje tajne kupnje, odnosno pokušava objasniti svrsishodnost tajne kupnje na raznim područjima, bilo javnim ili privatnim, te utvrditi kako stvara mogućnosti za poboljšanje performansi tvrtke i zadovoljstva kupaca. U tu svrhu provedeno je istraživanje, odnosno tajna kupnja u trgovinama drogerijskih proizvoda „dm“ i „Müller“. Metodologija je obuhvatila ispitivanje zaposlenih, istraživanje i analizu dobivenih internih materijala od trgovina. Rezultat je da tajna kupnja pomaže u detekciji problema i samim time uistinu utječe na zadovoljstvo potrošača. Također, zaključak je i da su zaposleni ključna kategorija u mjerenju kvalitete usluge. Less Abstract (english) Satisfied customers are an important advantage of almost every company. Every company tries to provide the best services to keep customers satisfied. The client must be satisfied, and in order to adapt to the requirements of the modern consumers and meet their expectations, numerous studies are conducted. Consumer behaviour includes pre-purchase activities, the purchase itself, and post-purchase activities. Since the decision-making process is influenced by many factors and it is subject
... More to change, it is very important to constantly study consumer behaviour. Mystery shopping is a type of research tool for measuring satisfaction levels, customer experience in an unbiased way, and its goal is to improve the quality of services.
This paper tries to reveal the conceptual understanding of mystery shopping, and it tries to explain the purposefulness of mystery shopping in various areas, whether public or private, and how it creates opportunities to improve company performance and customer satisfaction.
For this purpose, a research was conducted in the paper, ie a mystery shopping in drugstore "dm" and "Müller". The methodology includes employee surveys, research and analysis of internal materials obtained from stores. The result confirmed that mystery shopping helps detect problems and truly affects consumer satisfaction. Also, the conclusion is that employees are the key category in measuring service quality. Less Keywords
Ponašanje potrošača
Istraživanje tržišta
Tajna kupnja
Zadovoljstvo potrošača
Kvaliteta usluge
Keywords (english)
Consumer behaviour
Market research
Mystery shopping
Consumer satisfaction
Quality of service
Language croatian URN:NBN urn:nbn:hr:155:276639 Study programme Title: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management Type of resource Text File origin Born digital Access conditions Open access Terms of use Public note 4167 Created on 2020-12-14 11:54:41
