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Trgovinske organizacije so v današnjem svetu nepogrešljive. Tako kot si mi ne znamo predstavljati nenakupovanja, tako si trgovinske organizacije ne prestavljajo poslovanja brez zadovoljnih odjemalcev, še bolje brez zvestih. Odjemalci so vedno bolj zahtevni, saj nam s pomočjo oglaševanja, pestre ponudbe in inovacij poskušajo približati nove izdelke. Ne smemo pa pozabiti na tiste najnujnejše, ki so pogoj za preživetje. In tako se začne boj med trgovinskimi organizaciji. Konkurenca je vedno močnejša, saj se že zraven obstoječih trgovin odpirajo vedno nove. Torej se odjemalcu pojavi vprašanje »Kam v trgovino?«. Pri tem upošteva svoje izkušnje, občutke in razne dejavnike. Tukaj v ospredje postavimo tudi odjemalčevo zadovoljstvo in zvestobo. V trgovinskih organizacijah se dnevno menja na stotine odjemalcev. Pa vendar, če si trgovinske organizacije želijo, da bi se odjemalci, ki so jih obiskali, vrnili, morajo v to vložiti veliko truda. Poslužujejo se raznih reklamnih akcij, oglaševanja, nudijo popuste, kupone, razpošiljajo reklamne letake, sledijo modnim in svetovnim trendom in še bi lahko naštevali. Vsi želijo ponuditi odjemalcu le najboljše za denar, ki ga je ta pripravljen vložiti. Na podlagi zanimanja, kako sta zadovoljstvo in zvestoba trgovinskim organizacijam povezani, kako močna je ta povezava in kakšna je razlika med odjemalci različnih trgovinskih organizacij, smo se odločili, da z našim magistrskim delom posežemo prav v to področje. Tako smo skozi celotno delo primerjali zvestobo in zadovoljstvo odjemalcev trgovinskih organizacij Mercator, Hofer, Lidl, Spar in Tuš. Izbrali smo organizacije, ki spadajo med prehrambne, so med seboj konkurenčne in imajo po Sloveniji največ prodajaln. Zaradi obsega dela smo v raziskavo vključili po 50 odjemalcev vsake naštete trgovinske organizacije, skupno torej 250 odjemalcev. Rezultati raziskave niso presenetljivi, kajti v vsej napisani študijski literaturi avtorji poudarjajo, da je veliko lažje zadovoljiti svoje odjemalce, kot si pridobiti njihovo zvestobo. Izsledki raziskave so pokazali, da se je večina odjemalcev opredelila za zadovoljne, glede svoje zvestobe pa so ostali neopredeljeni. Čeprav so rezultati pokazali, da anketirani odjemalci v večini nakupujejo v izbrani trgovinski organizaciji 2- do 3-krat tedensko, je razlog za njihov nakup vse prej kot zvestoba. Glavni razlog so kakovostni izdelki in ustrezen odnos zaposlenih, ki sta se izkazala kot dejavnika z največjim vplivom na njihovo zvestobo. Odjemalci so najbolj zadovoljni ravno s kakovostjo in raznolikostjo izdelkov. K raziskavi nas je pritegnilo zanimanje, katere trgovinske organizacije imajo več zvestih ali zadovoljnih odjemalcev. Naša predvidevanja glede zadovoljstva so se izkazala za pravilna, saj imata največ zadovoljnih odjemalcev trgovinski organizaciji Hofer in Lidl. Glede zvestobe smo sklepali napačno, saj ima presenetljivo največ zvestih odjemalcev trgovinska organizacija Tuš, za njo pa Lidl. Kadar govorimo o zvestobi trgovinskim organizacijam, najprej pomislimo na kartice zvestobe. V našem primeru jih ponujajo le trgovinske organizacije Mercator, Spar in Tuš. Vsi imamo v denarnicah kup teh kartic, ki jih nekaj zagotovo redko uporabimo. Postavimo si vprašanje, ali sploh vplivajo na odjemalca, ga spodbudijo k nakupu? Odgovor je preprost, »ne«. Ni bilo presenečenje, da ima kartico zvestobe 96 odstotkov odjemalcev in kot smo predvidevali, te nikakor ne vplivajo na nakup, kar je potrdilo 78 odstotkov imetnikov kartic zvestobe. Trade organizations are indispensable in today's world. Just as we cannot imagine our life without shopping, the world trade organisations cannot imagine business without satisfied customers, better yet, without loyal customers. They are increasingly demanding because organisations try to approach new products with the help of advertising, wide selection, and innovations. However, we must not forget the bare necessities, which are vital for survival. And so begins the struggle among trade organisations. Competition is growing stronger since new stores are being opened constantly beside existing ones. Therefore, the customers raise the question “where to shop?” Considering their experiences, feelings and various factors. The particular importance here is given to the customer’s satisfaction and loyalty. Trade organisations are visited by hundreds of customers daily. Nevertheless, organisations must put a lot of effort if they wish their customers to return to them. They employ various promotion campaigns, advertising, they offer discounts, coupons, distribute promotional flyers, and follow fashion trends as well as global trends, and much more. They all want to offer the customers the best for the money that they are prepared to invest. We decided to research this particular area for our master’s thesis because of interest in the relation between the satisfaction and loyalty to trade organisations, the strength of these relations, and the difference among customers of various trade organisations. Throughout the whole thesis, we compared the loyalty and satisfaction of customers of the following trade organizations: mercator, hofer, lidl, spar, and hofer. We selected trade organizations that belong to the food sector, are competitive with each other, and have the most stores in slovenia. Due to the amount of work we included 50 customers for each trade organisation i.e. Altogether 250 customers. The results are not surprising since in all the literature written on this topic authors emphasize that it is much easier to satisfy the customers than gain their loyalty. The research findings showed that the majority of customers opted for satisfied. Regarding the loyalty they were undecided. Although the results showed that the majority of interviewed customers shop in selected trade organisation 2 to 3 times a week, the reason for their shopping is definitely not loyalty. The main reasons are high-quality products and the proper attitude of the employees, which have been proved as factors with the greatest impact on their loyalty. Customers are most satisfied precisely with the quality and diversity of products. We have done this research due to the interest in which trade organisations have more loyal or satisfied customers. Our predictions regarding satisfaction have been proved to be correct since the trade organisations hofer and lidl have the most satisfied customers. With respect to loyalty, our assumption was wrong, as the trade organisation tuš has surprisingly the most loyal customers, followed by lidl. When we talk about loyalty to trade organisations we first think of loyalty cards. In our case, only trade organisations mercator, spar, and tuš offer them. We all have many of these cards in our wallets which we rarely use some of them. Let us ask ourselves: “do loyalty cards have an influence on the costumers? Do they encourage them to shop”? The answer is simply “no”. There was no surprise that 96 percent of costumers have loyalty cards, and, as we predicted, these by no means influence the purchase, which was affirmed by 78 percent of loyalty card holders. |
