CREATION AND ANALYSIS OF CUSTOMER EXPERIENCE IN THE REPUBLIC OF CROATIA
Autor: | Rafajac, Ozren |
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Jazyk: | chorvatština |
Rok vydání: | 2022 |
Předmět: | |
Zdroj: | Ekonomska misao i praksa Volume 31 Issue 2 |
ISSN: | 1848-963X 1330-1039 |
Popis: | Upravljanje korisničkim iskustvom podrazumijeva analizu i oblikovanje interakcije korisnika s proizvodom i brendom radi unapređenja prodaje, imidža organizacije i lojalnosti korisnika. U ovom radu analizira se kako poslovne organizacije u Republici Hrvatskoj prikupljaju podatke o korisnicima i koja korisnička iskustva najčešće stvaraju. U empirijskom istraživanju koristi se mrežni anketni upitnik sa 16 pitanja na koja su u potpunosti odgovorile 54 (N) poslovne organizacije iz Republike Hrvatske. Čak 38,9% ispitanih organizacija ne prikuplja nikakve podatke o korisnicima, a samo 46,3% ispitanih organizacija omogućuje korisnicima evaluaciju proizvoda i usluga. Analizom je identificirana statistički značajna pozitivna povezanost između percipiranog unaprjeđenja korisničkog iskustva i percipirane lojalnosti korisnika (τb = .335, p = .005). Poslovne organizacije obuhvaćene istraživanjem tek ponekad ili rijetko stvaraju obrazovna i estetska iskustva, a vrlo rijetko ili nikad zabavna i eskapistička iskustva. Ovaj je rad namijenjen vlasnicima tvrtki i menadžerima koji nastoje unaprijediti prodaju, imidž organizacije i lojalnost korisnika. Customer experience management involves analysing and shaping customer interaction with a product and brand to improve sales, organizational image, and customer loyalty. This paper analyses how business organizations in the Republic of Croatia collect customer data and which customer experiences they most often create. For the empirical research an online questionnaire was applied with 16 questions that were fully answered by 54 (N) business organizations from the Republic of Croatia. Interestingly, 38.9% of surveyed organizations do not collect any customer data, while only 46.3% of surveyed organizations allow customers to evaluate their products and services. The analysis identified a positive statistically significant correlation between perceived user experience improvement and perceived customer loyalty, (τb = .335, p = .005). Business organizations included in the research only sometimes or rarely create educational and aesthetic experiences, and very rarely or never entertainment and escapist experiences. This paper is intended for business owners and managers who seek to improve sales, organizational image and customer loyalty. |
Databáze: | OpenAIRE |
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