FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Zaznava družbene odgovornosti s strani potrošnikov in njen vpliv na lojalnost potrošnikov na primeru bank v Sloveniji : diplomsko deloNovak, Manja, 1998-Z diplomskim delom želimo raziskati zaznavo družbene odgovornosti s strani potrošnikov na primeru bank v Sloveniji in preveriti, kako ta vpliva na lojalnost potrošnikov. Banke se vse bolj ukvarjajo s ... strategijami družbene odgovornosti in trajnostnim razvojem, prav tako pa so potrošniki vse bolj dovzetni za zaznavo družbeno odgovornih aktivnosti podjetij. V vzorec raziskave so bili vključeni 203-je udeleženci, ki so prek spletnega anketnega vprašalnika podali svojo zaznavo družbene odgovornosti za izbrano banko in odgovorili na vprašanja o zadovoljstvu, lojalnosti in stroških menjave izbrane banke. Raziskave si glede vpliva zaznane družbene odgovornosti na lojalnost niso popolnoma enotne, več pa jih kot mediacijsko spremenljivko med pojmoma navaja zadovoljstvo, ki posredno vpliva na lojalnost potrošnikov. Ker pa je za bančno industrijo značilen dolgoročen odnos med znamko oz. banko in porabnikom, smo za dodatno preverjanje lojalnosti v model poleg zadovoljstva vključili še kontrolno spremenljivko lojalnosti. Rezultati naše raziskave so pokazali, da zaznana družbena odgovornost zmerno vpliva na zadovoljstvo, medtem ko zadovoljstvo močno vpliva na lojalnost. Prav tako smo ugotovili, da ima zadovoljstvo mediacijski vpliv med raziskovanima spremenljivkama zaznane družbene odgovornosti in lojalnostjo. Razumevanje pomena zaznane družbene odgovornosti je pomembno pri oblikovanju komunikacijsko-marketinških strategij, saj dolgoročno vpliva na boljši odnos s porabniki in povečuje konkurenčno prednost.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [M. Novak], 2022Language - slovenianCOBISS.SI-ID - 123831299
Author
Novak, Manja, 1998-
Other authors
Podnar, Klement
Topics
Vedenje potrošnikov |
Družbena odgovornost podjetij |
Tržno komuniciranje |
Lojalnost |
Univerzitetna in visokošolska dela |
zaznana družbena odgovornost podjetja |
zadovoljstvo |
bančništvo |
corporate social responsibility perception |
satisfaction |
banking
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Database name | Field | Year |
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Novak, Manja, 1998- | ![]() |
Podnar, Klement | 21606 |
Source: Personal bibliographies
and: SICRIS
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