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Vpliv izbranih dejavnikov na zavezanost in lojalnost porabnikov mobilnih storitevIvandič, Tanja ; Podnar, KlementV teoriji in praksi že dolgo velja, da sta zavezanost in lojalnost storitvenemu podjetju dve izmed najpomembnejših komponent dolgoročnega uspeha podjetja. Identifikacija osrednjih dejavnikov, ki ... vplivajo na lojalnost in zavezanost, je ključnega pomena za iskanje načinov, s katerimi se lahko podjetja diferencirajo od konkurence ter gradijo stabilne in zaupanja vredne odnose s svojimi odjemalci. Zato je bil namen pričujoče raziskave preverjanje povezav med izbranimi dejavniki (zadovoljstvo, imidž, zaupanje in stroški zamenjave) in zavezanostjo ter lojalnostjo na vzorcu strank slovenskih mobilnih operaterjev. Pri tem smo zavezanost konceptualizirali kot tridimenzionalno spremenljivko, sestavljeno iz čustvene, normativne in vztrajnostne zavezanosti, lojalnost pa smo opredelili z vidika vedenjske in odnosne komponente (dvodimenzionalno) ter jo alternativno izmerili še kot enodimenzionalno spremenljivko. Raziskava je pokazala, da izbrani dejavniki v splošnem najbolj vplivajo na čustveno zavezanost, lojalnost pa najbolje napovedujejo, če to operacionaliziramo kot enodimenzionalni konstrukt. Z raziskavo med strankami slovenskih mobilnih operaterjev smo potrdili nekatere povezave, ki so pomembne pri celostnem razumevanju zavezanosti in lojalnosti v storitvah.Source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 11, [št.] 20, 2012, str. 48-60)Type of material - article, component partPublish date - 2012Language - slovenianCOBISS.SI-ID - 31861853
Author
Ivandič, Tanja |
Podnar, Klement
Topics
Storitve |
Services |
Mobilne komunikacije |
Mobile communications |
Zaupanje |
Trust |
Lojalnost |
Loyalty |
Zadovoljstvo |
Satisfaction
source: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 11, [št.] 20, 2012, str. 48-60)
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Ivandič, Tanja | |
Podnar, Klement | 21606 |
Source: Personal bibliographies
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