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graduate thesis
Razvijanje odnosa s potrošačima
2023. urn:nbn:hr:277:598501
Davidović, Anilija
Josip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega

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Davidović, A. (2023). Razvijanje odnosa s potrošačima (Graduate thesis). Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:277:598501

Davidović, Anilija. "Razvijanje odnosa s potrošačima." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2023. https://urn.nsk.hr/urn:nbn:hr:277:598501

Davidović, Anilija. "Razvijanje odnosa s potrošačima." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2023. https://urn.nsk.hr/urn:nbn:hr:277:598501

Davidović, A. (2023). 'Razvijanje odnosa s potrošačima', Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:277:598501

Davidović A. Razvijanje odnosa s potrošačima [Graduate thesis]. Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega; 2023 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:277:598501

A. Davidović, "Razvijanje odnosa s potrošačima", Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, Požega, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:277:598501

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Metadata
TitleRazvijanje odnosa s potrošačima
Title (english)Developing Relationship with Consumers
AuthorAnilija Davidović
MentorMarko Šostar (mentor)
MentorInes Škoko (komentor)
Committee memberAntun Marinac (predsjednik povjerenstva)
Committee memberMarko Šostar (član povjerenstva)
Committee memberHrvoje Budić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega
Požega
Defense date and country2023-11-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Razvijanje odnosa s potrošačima poduzećima treba biti konstantno u fokusu jer su kupci oni koji održavaju ta ista poduzeća te im omogućuju rast i razvoj svojom vjernošću. Kako bi poduzeća zadržala svoje kupce te privukla nove, trebaju pratiti ponašanje potrošača. Ponašanje potrošača je ponašanje čovjeka pri kupnji proizvoda ili usluga, na temelju toga koristi se CRM (upravljanje odnosima s potrošačima). CRM ima za cilj prikupljati informacije o kupcima i njihovim željama i potrebama. Pomoću CRM-a nastoji se: pružiti bolje usluge potrošačima, ostvariti veću prodaju ostalih proizvoda, pomoći prodajnom osoblju da brže reagira, pojednostaviti marketinške i prodajne procese, pronalaziti nove kupce i povećati prihode od potrošača. Nakon provedenog istraživanja o korištenju programa vjernosti, zaključeno je da su kupci u većini lojalni određenim poduzećima, no, isto tako navode da programi vjernosti mogu biti još bolji i razvijeniji kako bi kupac mogao ostvariti još bolje pogodnosti. Prema navedenome, može se reći da poduzeća kroz programe vjernosti uspješno zadržavaju svoje kupce ali i da kontinuirano trebaju raditi na razvoju i uvođenju noviteta.
Abstract (english)
Developing relationships with consumers should be a constant focus of companies because customers are the ones who maintain these same companies and enable them to grow and develop with their loyalty. In order for companies to retain their customers and attract new ones, they need to monitor consumer behavior. Consumer behavior is the behavior of a person when buying products or services, on the basis of which CRM (customer relationship management) is used. CRM aims to collect information about customers and their wants and needs. CRM is used to: provide better services to consumers, achieve higher sales of other products, help sales staff to react faster, simplify marketing and sales processes, find new customers and increase income from consumers. After the conducted research of using loyalty programs, it was concluded that the majority of customers are loyal to certain companies, but they also state that loyalty programs can be even better and more developed so that the customer can achieve even better benefits. On the basis of the above, it can be concluded that companies successfully retain their customers through loyalty programs, but also that they should continuously work on development and introduction of innovations.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:277:598501
Study programmeTitle: Specialist Graduate Professional Study - Commerce
Study programme type: professional
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 on2023-11-30 10:03:45