undergraduate thesis
THE INFLUENCE OF QUALITY GOODS AND SERVICES ON CUSTOMER LOYALTY

Maja Milković (2015)
Virovitica College
Metadata
TitleUTJECAJ KVALITETE PROIZVODA I USLUGA NA LOJALNOST KUPCA
AuthorMaja Milković
Mentor(s)Zrinka Blažević (thesis advisor)
Abstract
Marketing je do sada prošao kroz nekoliko etapa razvoja, trenutno je u fazi kada se bavi odnosima između kupca i organizacije. Centar modernog marketinga je kupac koji sa svojim potrebama i željama inicira tržišne promjene. Svako poduzeće započinje sa istraživanjem i analiziranjem potreba kupca. Lojalnost kupca ovisi o stupnju zadovoljstva, jer iako je zadovoljstvo kupca izuzetno bitno, ono ne garantira lojalnost. Lojalnim kupcem se ne postaje lako, dug je proces stvaranja lojalnog kupca. Ovaj rad raspravlja u kojoj mjeri kvaliteta proizvoda i usluga utječe na lojalnost, na koji način kupci percipiraju kvalitetu te kojim programima lojalnosti organizacije zadržavaju postojeće korisnike. Lojalnost potrošača rezultira povećanjem prihoda, ponovnom kupnjom, manjom osjetljivošću na cijene te daljnjom preporukom proizvoda i usluga prijateljima, članovima obitelji. Rad analizira zadovoljstvo uslugom obrazovanja na Visokoj školi te u kojoj mjeri ono utječe na lojalnost studenata.
Keywordsmarketing quality goods services customer satisfaction loyalty
Parallel title (English)THE INFLUENCE OF QUALITY GOODS AND SERVICES ON CUSTOMER LOYALTY
GranterVirovitica College
PlaceVirovitica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeManagement; specializations in: Management in Computer Sciences, Management in Rural Tourism
Study specializationManagement in Computer Sciences
Academic title abbreviationbacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2015-04-21
Parallel abstract (English)
So far, marketing has gone through several stages of development and is currently in the stage which deals with relation between the customer and organization. The center of modern marketing is the customer who, with his needs and wishes, initiates market changes. Every company starts with researching and analyzing the needs of the customer. Customer's loyalty depends on the degree of contentment, the reason for that is, even though the customer's contentment is of high importance, it doesn't guarantee his loyalty. This paper polemicizes the extent to which the quality of products and services affects the loyalty, how customers perceive quality as well as, through which loyalty programs do organizations retain existing customers. Consumer loyalty results in increased revenue, re-purchase, less sensitivity to prices and further recommendation of product and services to friends, family members. This paper analyzes contentment with the service of education on the Virovitica Collage.
Parallel keywords (Croatian)marketing kvaliteta proizvod usluge zadovoljstvo lojalnost
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:165:289427
CommitterEnes Ciriković