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master's thesis
Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji
2023. urn:nbn:hr:180:301060
Lovrić, Tatjana
Zagreb School of Business

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Lovrić, T. (2023). Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:301060

Lovrić, Tatjana. "Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji." Master's thesis, Zagreb School of Business, 2023. https://urn.nsk.hr/urn:nbn:hr:180:301060

Lovrić, Tatjana. "Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji." Master's thesis, Zagreb School of Business, 2023. https://urn.nsk.hr/urn:nbn:hr:180:301060

Lovrić, T. (2023). 'Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji', Master's thesis, Zagreb School of Business, accessed 07 December 2023, https://urn.nsk.hr/urn:nbn:hr:180:301060

Lovrić T. Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji [Master's thesis]. Zagreb: Zagreb School of Business; 2023 [cited 2023 December 07] Available at: https://urn.nsk.hr/urn:nbn:hr:180:301060

T. Lovrić, "Kreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji", Master's thesis, Zagreb School of Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:180:301060

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Metadata
TitleKreativno upravljanje zadovoljstvom korisnika u kozmetičkoj industriji
Title (english)Creative customer satisfaction management (CSAT) in the cosmetics industry
AuthorTatjana Lovrić
MentorDijana Vuković (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2023-07-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se objašnjavaju glavne značajke kozmetičke industrije, definira se koncept zadovoljstva potrošača, opisuju pristupi konceptu zadovoljstva potrošača te objašnjavaju reakcije potrošača nakon kupovine. Također, navode se najčešći ishodi zadovoljstva potrošača. Na konkretnom primjeru prikazuje se upravljanje zadovoljstvom potrošača na primjeru poduzeća u kozmetičkoj industriji. Analiza literature pokazala je kako bi mjerenje i analiza zadovoljstva kupaca trebalo postati trajni dodatak poslovanju, a ne samo nešto što se radi s vremena na vrijeme. Osnovno pravilo za upravljanje nezadovoljstvom kupaca je otkriti što kupca čini nezadovoljnim. Studij slučaja tvrtke dm pokazao je kako je dm pravovremeno i profesionalno reagirao u slučaju povlačenja kozmetičkog proizvoda Balea i time zadržao lojalnost i zadovoljstvo potrošača.
Abstract (english)
The paper explains the main features of the cosmetics industry, defines the concept of consumer satisfaction, describes approaches to the concept of consumer satisfaction, and explains consumer reactions after shopping. Also, the most common outcomes of consumer satisfaction are listed. The concrete example shows the management of consumer satisfaction on the example of a company in the cosmetics industry. The analysis of the literature showed that the measurement and analysis of customer satisfaction should become a permanent addition to business, and not just something that is done from time to time. The basic rule of thumb for managing customer dissatisfaction is to find out what makes the customer unhappy. The case study of the company dm showed that dm reacted in a timely and professional manner in the case of the withdrawal of the Balea cosmetic product, thus maintaining consumer loyalty and satisfaction.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:301060
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: magistar/magistra marketinga i komunikacija (magistar/magistra marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-09-20 13:17:31