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master's thesis
Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata
Pula: University of Pula, 2017. urn:nbn:hr:137:468523
Bulian, Luka
University of Pula

Institutional repository: Digital Repository Juraj Dobrila University of Pula

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Bulian, L. (2017). Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:468523

Bulian, Luka. "Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata." Master's thesis, University of Pula, 2017. https://urn.nsk.hr/urn:nbn:hr:137:468523

Bulian, Luka. "Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata." Master's thesis, University of Pula, 2017. https://urn.nsk.hr/urn:nbn:hr:137:468523

Bulian, L. (2017). 'Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata', Master's thesis, University of Pula, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:137:468523

Bulian L. Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata [Master's thesis]. Pula: University of Pula; 2017 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:137:468523

L. Bulian, "Uloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata", Master's thesis, University of Pula, Pula, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:137:468523

Metadata
TitleUloga zadovoljstva korisnika u donošenju marketinških odluka na primjeru istraživanja zadovoljstva studenata
Title (english)Customer satisfaction as a tool of marketing management - a research of students' satisfaction
AuthorLuka Bulian
MentorDražen Alerić (mentor)
Committee memberAriana Nefat (predsjednik povjerenstva)
Committee memberDražen Alerić (član povjerenstva)
Committee memberLenko Uravić (član povjerenstva)
GranterUniversity of Pula
Pula
Defense date and country2017-06-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom se radu ispituje uloga koju istraživanje zadovoljstva studenata zauzima u pristupu marketinga odnosa te donošenju marketinških odluka u visoko obrazovnim institucijama. U svrhu mjerenja (ali i definiranja samog pojma) zadovoljstva konstruiran je instrument koji je, putem online ankete, primijenjen na prigodnom uzorku (N=100) studenata Fakulteta ekonomije i turizma dr. Mijo Mirković. Finalna verzija skale od 25 varijabli ima Cronbach α koeficijent od 0,94, a faktorska analiza pokazuje kako konstrukt zadovoljstva čini 5 latentnih dimenzija koje tumače 64% varijance. Držeći kako je zadovoljstvo rezultat razlike očekivanog i dobivenog, od studenata se tražilo da svaku mjerenu varijablu procijene na dvije skale likertova tipa posvećene mjerenju važnosti (očekivano) i stanja (dobiveno) pojedinih aspekata studija. Analizom aritmetičkih sredina dobivenih na navedene dvije skale pokazalo se kako studenti, u prosjeku, statistički značajno više očekuju od studija (x̅=4,26) no što dobivaju (x̅=3,08). Usporedbom razlika navedenih skala utvrđeni su najproblematičniji aspekti zadovoljstva studijem te se, u skladu s njihovom važnosti i odstupanju od očekivanja, predlažu potencijalna marketinška rješenja.
Abstract (english)
This paper researches the role which student satisfaction assessments play in relationship marketing and in making informed marketing decisions in higher-education institutions. In order to measure (and define) satisfaction as a concept, a questionnaire is constructed and applied to a convenient sample (N=100) of the Faculty of Economics and Tourism dr. Mijo Mirković. The final version of the scale counts 25 variables and has a Cronbach α coefficient of 0,94, while a factor analysis shows that satisfaction is construed by 5 latent dimensions, accounting for 64% of variance. While expecting for satisfaction to be a difference between what one expects and what one receives, students were asked to grade every measured variable on two likert type scales measuring importance (expectations) and the state (satisfaction) of specific aspects of student life. Mean analysis shows that, in general, students expect statistically significantly more (x̅=4,26) than what they get (x̅=3,08) from their studies. By comparing the two scales, the most problematic aspects of student satisfaction are graded by importance and satisfaction’s deviation from it. The article concludes by giving potential marketing solutions to the most salient problems of student satisfaction.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:468523
Study programmeTitle: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-01-15 15:33:19