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master's thesis
Utjecaj kartica vjernosti na ponašanje potrošača
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. urn:nbn:hr:145:524332
Babić, Dinko
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

Cite this document

Babić, D. (2017). Utjecaj kartica vjernosti na ponašanje potrošača (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:524332

Babić, Dinko. "Utjecaj kartica vjernosti na ponašanje potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:524332

Babić, Dinko. "Utjecaj kartica vjernosti na ponašanje potrošača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:524332

Babić, D. (2017). 'Utjecaj kartica vjernosti na ponašanje potrošača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 26 March 2023, https://urn.nsk.hr/urn:nbn:hr:145:524332

Babić D. Utjecaj kartica vjernosti na ponašanje potrošača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2017 [cited 2023 March 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:524332

D. Babić, "Utjecaj kartica vjernosti na ponašanje potrošača", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:524332

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Metadata
TitleUtjecaj kartica vjernosti na ponašanje potrošača
Title (english)IMPLICATION OF LOYALTY CARDSON CUSTOMER BEHAVIOUR
AuthorDinko Babić
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberHrvoje Serdarušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-01-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Trgovci u maloprodajni prostor uspijevaju privući potencijalne kupce izlogom, reklamom, pozicijom, artiklima i atmosferom. Nakon toga, odlučujući korak je pretvoriti potencijalne kupce u zadovoljne i lojalne kupce, one koji će ponovo doći i prenijeti pozitivne preporuke. U uvjetima velike konkurencije, kakva danas vlada na tržištu, teško je biti inovativan te pronaći način kako to postići i jasno je da uspjeti mogu samo pojedinci i tvrtke koji stalno razvijaju znanje o tržištu, konkurenciji i kupcima. U prodajnoj strategiji nužno je imati cjelovitu informaciju o svakom segmentu. Zbog toga prodavači nastoje komunicirati s kupcima, pratiti njihove potrebe i navike, poticati ih da više i češće troše, a kako bi kod potrošača naišli na pozitivan prijem, nude im razne pogodnosti. Jedan od najučinkovitijih načina za ovakvu vrstu suradnje su kartice vjernosti (loyalty kartica). U radu ću obrazložiti pojmove ponašanje potrošača, unapređenja prodaje, upravljanje odnosima s potrošačima, program lojalnosti i kartice vjernosti. Provest ću anketu o utjecaju kartica vjernosti na ponašanje potrošača te dati komentar na rezultate ankete.
Abstract (english)
Retail merchants manage to attract potential buyers to their shop with advertising, location, atmosphere, items and shop windows. After that, key factor is to transform potential buyers into satisfied and loyal customers, a kind of customers who will return to shop and spread positive recommendations to other people. Considering high competition in today's market, it's hard to find a way to be innovative and therefore it's obvious that only individuals and companies that succeed are those who constantly develop knowledge about market, competition and buyers. In sales strategy it is essential to have integral information about each segment. Because of that, sellers tend to communicate with their customers, monitor their needs and habits, encourage them to spend more and offer them variety of benefits. One of the most efficient ways for this type of cooperation are Loyalty Cards. In this work I'll explain concepts of customer behaviour, sale improvements, customer relations control, loyalty program and loyalty cards. I will also make a survey about influence of loyalty cards on customer behaviour which will include my comments about survey result.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:524332
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryEFOS REPOSITORY
Created on2017-04-28 14:29:38