Dominacija uslužno orijentirane strategije u prodaji asortimana dječje opreme

master's thesis

• Title (english): Domination of service-oriented strategy on sale range baby equipment
• Author: Janja Rajh
• Mentor: Sanda Renko (mentor)
• Committee member: Kristina Petljak (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-07-12, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Uslužno orijentirana strategija jedna je od brojnih strategija prodaje kojoj se posvećuje sve više pažnje kako bi poduzeća ostvarila konkurentsku prednost temeljenu na vlastitim zaposlenicima. Potrošač se mora osjećati kao u središtu pozornosti prilikom kupovine, a prodavač mora razraditi potrebnu strategiju kako bi uspio prodati proizvod. Svako pojedino poduzeće ima svoju strategiju kako pozicionirati svoj proizvod na tržište te kako ga na najbolji način prodati. Sama strategija ovisi o tipu proizvoda ili usluge koja se želi prodati. Kada je riječ o prodavaonicama dječje opreme jedna od strategija je uslužno orijentirana strategija kod koje je kupac i pristup prema samom kupcu na prvom mjestu.
Primjer na kojem se temelji diplomski rad vezan je uz područje asortimana dječje opreme, a odnosi se na primjenu uslužne strategije, utjecaj iste na ponašanje potrošača i praćenje zadovoljstva potrošača samom uslugom u prodavaonici dječje opreme. Provedenim istraživanjem dobiveni su rezultati koji ukazuju da primjena uslužne strategije u prodavaonicama dječje opreme utječe pozitivno na ponašanje i zadovoljstvo potrošača.

Abstract (english)

The service-oriented strategy is one of many sales strategies to which more and more attention has been paid so that companies could realise a competitive advantage based on their own employees. The consumer must feel as if they are in the centre of attention while shopping, and the seller must elaborate the necessary strategy to sell the product. Each individual company has its own strategy for positioning its product in the market and selling it in the best possible way. The strategy itself depends on the type of product or services for sale. When it comes to children equipment shops, one of the strategies is the service-oriented strategy, in which the buyer and the approach to the buyer come first.
The example on which the paper is based is connected to the area of children equipment assortment, and it regards the application of the service strategy, its impact on customer behaviour and monitoring customer satisfaction with the service itself in a children equipment shop.

• Keywords: prodavaonica dječje opreme; strategija; prodaja; uslužna strategija
• Keywords (english): children equipment shop; strategy; sales; service strategy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:799071
• 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: 2016-11-23 18:25:17