Percepcija kupaca o odnosu maloprodavača pretežno prehrambenih proizvoda prema zaposlenicima

master's thesis

• Title (english): Customer perception of food retailers relationship to their employees
• Author: Mara Knezović
• Mentor: Kristina Petljak (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-02-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Predmet istraživanja ovog rada je percepcija kupaca o odnosu maloprodavača pretežno prehrambenih proizvoda prema zaposlenicima. Danas su poduzeća spoznala važnost ljudskih potencijala i edukacije zaposlenika. Kvalitetni zaposlenici su ključ uspjeha svakog poduzeća. Motiviranje, educiranje i nagrađivanje zaposlenika povećava njihovo zadovoljstvo poslom, bolji odnos prema kupcima i samim time stvaranje lojalnih kupaca. Kupci su sve više informirani o društvenoj odgovornosti prema zaposlenicima, podržavaju je i spremni su bojkotirati društveno neodgovorne poduzetnike i prestati posjećivati iste. Provedenim primarnim istraživanjem utvrđeno je da je poduzeće društveno odgovorno prema svojim zaposlenicima kada poštuje zakon o radu i redovito isplaćuje plaće zaposlenicima. Usporedbom domaćih i stranih maloprodavača pretežno prehrambenih proizvoda dolazi se do spoznaje da su strani maloprodavači ti koji su društveno odgovorniji prema svojim zaposlenicima, imaju bolji odnos sa zaposlenicima, više ih motiviraju i nagrađuju za postignute uspjehe na poslu što dovodi do toga da su zaposlenici stranih maloprodavača ti koji pružaju kvalitetnije usluge kupcima. Također su zaposlenici stranih maloprodavača ti koji prvi iniciraju kontakt s kupcima za razliku od zaposlenika domaćih maloprodavača pretežno prehrambenih proizvoda. Trgovina u Hrvatskoj je djelatnost koja zapošljava najviše radne snage, a društvena odgovornost poslodavaca prema zaposlenicima je još uvijek u povojima.

Abstract (english)

The subject of research of this thesis is customers’ perception of relation between retailers predominantly food products and employees. Nowadays, enterprises recognize the importance of human resources and education of employees. Quality employees are a key to success for every enterprise. Motivating, educating and rewarding employees increases their job satisfaction, improves their relationship with customers and, consequently, the number of loyal customers is likely to increase. Customers are becoming more informed about social responsibility for employees, they are supporting it and are ready to boycott socially irresponsible entrepreneurs, as well as stop visiting them. According to research results it is affirmed that socially responsible management represents a compliance why the labour law and regular payment to employees. After comparing domestic and foreign retailers predominantly food products, it can be concluded that foreign retailers are more socially responsible towards their employees, they have better relationship with employees, they motivate and reward their employees more, which results with better performance of the employees and the employees better offer quality service. Moreover, the employees of foreign retailers initiate the contact with customers, unlike the domestic retailers of predominantly food products. In Croatia, the trade is an activity that employs the biggest number of workers, but social responsibility of the employer towards employees is still in process.

• Keywords: ljudski potencijali; maloprodavači pretežno prehrambenih proizvoda; odnos maloprodavača i zaposlenika; društvena odgovornost
• Keywords (english): human resources; retail of mainly alimentary products; retailor and employee relation; social responsibility
• Language: croatian
• URN:NBN: urn:nbn:hr:148:184041
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2016-10-24 12:36:24