MJERENJE ZADOVOLJSTVA KLIJENATA USLUGAMA U DROGERIJAMA U GRADU ZAGREBU

Autor: Tomislav Šušnjar, Ana Zakarija
Jazyk: chorvatština
Rok vydání: 2016
Předmět:
Zdroj: Poslovna izvrsnost
Volume 10
Issue 2
ISSN: 1848-9060
1846-3355
Popis: Predmet ovog rada je zadovoljstvo klijenta uslugama u drogerijama na području grada Zagreba. Istraživanje se temelji na prikupljanju primarnih podataka tehnikom anketiranja. Prvi dio upitnika odnosi se na ocjenjivanje zadovoljstva klijenata uslugom u drogeriji. Drugi dio upitnika sadržava pitanja o demografskim obilježjima ispitanika, te navikama kupovanja u drogerijama. Empirijsko istraživanje je provedeno na uzorku od 408 kupaca u drogerijama u gradu Zagrebu. U analizi prikupljenih podataka korištene su metode deskriptivne statističke analize, t-test i analiza varijance. Rezultati ispitivanja pokazuju da ispitanici najčešće kupuju u DM-u i Mülleru. Ispitanici su najzadovoljniji radnim vremenom, omatanjem robe za poklone i brojem parkirnih mjesta, dok su najmanje zadovoljni besplatnim uzorcima, cijenom proizvoda te raznim popustima i posebnim ponudama. S obzirom na ocjenjivanu drogeriju rezultati pokazuju da za svaki mjereni element zadovoljstva postoji statistički značajna razlika između različitih lanaca drogerija. Na temelju učestalosti kupovanja ispitanici koji kupuju nekoliko puta tjedno značajno su nezadovoljniji u odnosu na ostale ispitanike u pogledu privlačnosti prostora, preglednosti trgovine, prostrornog rasporeda, atmosfere u trgovini, ljubaznosti osoblja, dostupnosti osoblja, besplatnim uzorcima i ukupnom uslugom. Informacije dobivene ovim istraživanjem mogu koristitit proširenju postojećih spoznaja o zadovoljstvu klijenta uslugama u djelatnosti trgovine.
The subject of this paper is to investigate customer satisfaction with services in drug stores in city of Zagreb. The research is based on primary data collection by use of survey questionnaire. In the first part customer satisfaction with drug stores services was measured. The second part consisted of respondents’ demographic characteristics and buying habits at news stands. Empirical research was conducted on a sample of 408 customers in drug stores in the city of Zagreb. In an analysis of collected data descriptive methods of statistical analysis, T-test and variance analysis were used. Test results show that respondents most frequently purchase goods in Drogerie Markt (DM) and Mueller. Respondents were most satisfied with working hours, gift wrapping and the number of parking spaces, while they are least satisfied with free samples, product price and various discounts and special offers. Given the surveyed drugstore, results show that for each measured element of satisfaction there is a statistically significant difference between the various drug store chains. Due to the frequency of purchasing, respondents who went shopping several times a week are significantly dissatisfied compared to other respondents in terms of shop premises attractiveness, visibility, and spatial distribution, the atmosphere in the store, courtesy of staff , the availability of staff , free samples and overall service. The information obtained in this study can be useful to existing information about customer satisfaction in commerce.
Databáze: OpenAIRE
Externí odkaz: