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Zaradi prekomerne proizvodnje in potrošnje v modni industriji narašča interes stroke za proučevanje odnosa porabnikov do pojava trajnostne mode, ki bi lahko obstoječo nevzdržno modno potrošnjo zamenjala s trajnostnimi, krožnimi vzorci proizvodnje in porabe. Kot pomemben dejavnik vzpostavitve naklonjenih, osebno relevantnih in dolgoročno naravnanih odnosov porabnikov do znamk v trajnostni modni industriji sem opredelila identifikacijo porabnika z modno znamko. Z lastno empirično raziskavo sem hotela ugotoviti ali, in v kolikšni meri se porabniki s trajnostnimi modnimi znamkami identificirajo. Prav tako me je zanimalo, kako na identifikacijo vpliva skladnost med znamko in samopodobo porabnika, ki jo na eni strani lahko vežemo na ujemanje trajnostnih vrednot in na drugi strani na ujemanje modnega sloga porabnika in znamke. Rezultati kažejo, da na vzpostavitev tesne vezi med porabnikom in znamko vpliva tako ujemanje med modnim slogom porabnika in znamke kot tudi ujemanje na ravni trajnostnih vrednot. Pri tem se vpliv skladnosti trajnostnih vrednot kaže le na ravni ujemanja znamke z individualno samopodobo porabnika in ne tudi družbene. Ugotovitev kaže, da na identifikacijo s trajnostnimi modnimi znamkami pomembno vpliva želja po ohranjanju lastne identitete, medtem ko doseganje želene družbene samopodobe z uporabo trajnostnih znamk identifikacije ne povečuje. Identifikacija s trajnostno modno znamko pa pomembno vpliva na vedenje porabnikov, saj povečuje verjetnost za izbiro trajnostne modne znamke, prav tako pozitivno vpliva tudi na vzpostavitev dolgoročne naklonjenosti znamki, ki se kaže v zvestobi znamki in tudi v podpori znamki s širjenjem pozitivnih govoric. Production and consumption in the fashion industry have been steadily growing over the last decade, making the fashion industry one of the most polluting industries in the world. Consumers and fashion brands are increasingly becoming aware of the importance of replacing the existing consumer culture with sustainable, circular patterns of production and consumption. I pinpointed consumer-brand identification as an important factor in establishing long-term relationships with brands in the sustainable fashion industry. The purpose of the empirical research was to discover whether and to what extent consumers identify with sustainable fashion brands, based on congruence between their sustainable values on one hand and fashion style on the other. The results show that the establishment of a close bond between the consumer and brand can be influenced by both, the congruence of sustainable values as well as their fashion style. The finding shows that identification with sustainable fashion brands is significantly influenced by the desire to preserve one's identity, while achieving the desired social self-image through the use of sustainable fashion brands does not increas consumer- brand identification. The results of the empirical research also confirmed that identification with sustainable fashion brands influences long-term brand affiliation in the form of brand purchase, brand loyalty and willingness to spread positive word-of-mouth about the brand.

Perceived value and its antecedents and consequences have been claimed to be important in industries with higher customer involvement. The aim of this paper is therefore to empirically assess the conceptual model, with perceived service value as its central component. It also investigates how it affects loyalty and satisfaction, how it is influenced by its antecedents, and to compare with other studies investigating partial relationship between variables.A total of 800 patients were enrolled in the main study, and the data was analysed using exploratory and confirmatory factor analyses. By modelling linear structural equations, we assessed reliability and established the convergent and discriminant validity of the questionnaire in the same way as in the pilot study.In the conceptual model for testing our hypotheses, we also included the relationship between patient satisfaction and loyalty. In this manner, the fitting of data to the model was significantly improved. After including the additional relationship, global fit indices had the following values: Chi-square=349.6 (sig.=0.00), df=143, RMSEA=0.05, NFI=0.96, CFI=0.97. All relationships between the constructs were statistically significant, thus confirming all our hypotheses.The major conclusion of this paper is that an especially higher reputation and higher perceived service quality can contribute to perceived service value and therefore to more satisfied patients. The research approach has a few limitations. In the future, the model of perceived service value can be extended with variables such as emotions, patient trust, and commitment as well.Koncept zaznane vrednosti storitev spada s svojimi predhodniki in posledicami med temeljne koncepte predvsem v storitveni dejavnosti. Namen članka je empirična preverba konceptualnega modela zdravstvenih storitev z njihovo zaznano vrednostjo kot središčno komponento ter povezav s predhodniki (zaznana kakovost storitve, cena, ugled) in posledicami (zadovoljstvo, zvestoba).Za razvoj merilnega instrumenta smo naredili pilotno raziskavo, s čimer smo preverili zanesljivost in veljavnost vprašalnika. Uporabili smo eksploratorno (EFA) in konfirmatorno (CFA) faktorsko analizo ter Cronbachov koeficient alfa. V glavno raziskavo smo vključili 800 bolnikov. S pomočjo linearnih strukturnih enačb smo testirali hipoteze.V naš model smo dodatno vključili še povezavo med zadovoljstvom in zvestobo. Na ta način smo dobili tako vsebinsko kot statistično ustrezen model. Med samimi gradniki so bile različno močne povezave, ki pa so bile vse statistično potrjene, tako da smo potrdili vse naše hipoteze. Indeksi globalne ustreznosti kažejo, da smo izbrali primeren model (Hi-kvadrat 349,6, df = 143, RMSEA = 0,05, NFI = 0,96, CFI = 0,97).Večji ugled in zaznana višja kakovost storitve vodita v zaznano večjo vrednost storitve in k zadovoljnejšim bolnikom. V prihodnosti bomo razširili model zaznane vrednosti storitev s spremenljivkami, kot so čustva, zaupanje, predanost.

Magistrsko delo v teoretičnem delu predstavlja pregled izbranih področij s trženja. Po uvodni opredelitvi temeljnih konceptov, povezanih s trženjem končnim odjemalcem, se osredotočimo na trženjski spleti. Obvladovanje vseh elementov trženjskega spleta je ključnega pomena za zadovoljne, zveste in pripadajoče odjemalce, ki posledično vplivajo na (ne)uspešnost organizacij. Za doseganje odjemalcev je pomembno dvoje: a) učinkovito – večkanalno – trženjsko komuniciranje in b) ustrezno zasnovane trženjske poti. Kako zasnovati oboje in kakšne tipe oglaševanja končnim uporabnikom poznamo, predstavljamo v nadaljevanju pregleda literature. Teoretični del zaključujemo s predstavitvijo temeljnih konceptov, povezanih z odjemalci, to je z zadovoljstvom in zvestobo odjemalcev. Zadovoljstvo odjemalcev je predpogoj za zvestobo, ki se manifestira skozi ponovne nakupe, vračanje v naše poslovalnice, priporočila in pripadnost blagovni znamki taiste organizacije. Magistrsko delo predstavi prednosti zadovoljnih in zvestih odjemalcev ter vzvode, preko katerih koncepta vplivata na uspešnost organizacije. Pri tem izpostavimo pomen pripadnosti organizaciji ali blagovni znamki. V aplikativnem delu magistrske naloge predstavimo pristope oz. načine ugotavljanja zadovoljstva in zvestobe odjemalcev. Sledi oris povezav med konceptoma in uspešnostjo organizacij. Kvantitativno raziskavo izvedemo na podjetjih Zootic in Mr. Pet. Ugotavljamo zadovoljstvo in zvestobo odjemalcev obravnavanih podjetij in z uporabo statističnih analiz preverjamo odjemalci katerega podjetja so bolj zadovoljni in zvestejši. Theoretical background of the master's thesis introduces a variety of topics related to marketing. At first we define the core concepts linked to B2C-marketing and focus on marketing mix. Managing its elements is of key importance for satisfied and loyal consumers that, subsequently, impact organizational performance. To reach consumers, an organization has to: a) effectively – with the use of an omnichannel strategy – control marketing communications and b) design marketing pathways accordingly. Further, we discuss how to design and manage both, and which types of advertising to end-users a marketing society is familiar with. Literature review concludes with an introduction of consumers-related concepts, namely satisfaction and loyalty. Consumer satisfaction is a pre-requisite for a loyalty which manifests through repetition of purchasing, return visits, recommendations, and belonging to a particular brand or an organization. Next, the master's thesis investigates the benefits of satisfied and loyal consumers and their relation to the organizational performance. Also, we note the importance of consumers belonging to a specific organization or brand. The research part is comprised of the following chapters. First, we introduce means and approach to examining consumer satisfaction and loyalty. Next, we depict the relations between those two concepts and organizational performance. Third, we carry out a quantitative analysis on companies Zootic and Mr. Pet. By doing so, we try to measure consumer satisfaction and loyalty for Zootic and Mr. Pet, respectively. Ultimately, relying on statistical methods, we identify the company whose consumers are more satisfied and loyal.

Po apostolski konstituciji Veritatis gaudium papeža Frančiška je temeljno poslanstvo teologije prenos veselja resnice. To idejo bomo v razpravi postavili v zgodovinsko perspektivo, ki jo je odprl egiptolog Jan Assmann. Ob primerjanju svetopisemskega monoteizma z razvojem religije v starem Egiptu ugotavlja, da sta zanj značilni opciji za resnico in za zvestobo, ki narekujeta zahtevo po spreobrnjenju. To ustvari novega »monoteističnega človeka«. Čeprav je mogoče nastanek monoteizma razumeti v luči »osne dobe« (Karl Jaspers), ki je odprla »transcendentalno vizijo«, se svetopisemski monoteizem od drugih razlikuje po ločitvi politične in verske sfere, do katere so v Izraelu privedle travmatske izkušnje ob izgubi kraljestva v času asirske, babilonske, perzijske in helenistične nadoblasti. Izrael je svojo identiteto poiskal v Svetem pismu pojem Izrael je s tem izgubil politični pomen in dobil religijskega. Pri tem je najpomembnejšo vlogo odigrala jezikovna redukcija, ki je razodetje skrčila na Pismo. Posledica te redukcije je bila jasno razlikovanje med resničnim Bogom in maliki, med katerimi je najmočnejši malik totalne države, v Svetem pismu simbolno prikazan kot »Egipt«. Ta zmožnost razlikovanja, imenovana tudi »mojzesovsko razlikovanje«, je najgloblja značilnost svetopisemskega monoteizma. Svetopisemska kultura promovira resnico, ki pa jo razume v šibkem smislu, kakor jo razume apostolska konstitucija. According to the apostolic constitution Veritatis gaudium by Pope Francis, the fundamental mission of theology is the transmission of the joy of truth. This idea will be discussed in the historical perspective developed by Egyptologist Jan Assmann. By comparing the rise of biblical monotheism with the evolution of religion in ancient Egypt, he finds that the specificity of biblical monotheism provides two fundamental options: option for the truth and option for the faithfulness. They both require conversion, which creates a new »monotheistic man«. Although the rise of monotheism may be understood in the light of the Axis Era (Karl Jaspers), which opened a »transcendental vision«, biblical monotheism differs from other types of monotheisms because it separates the political and religious spheres. This separation was the consequence of Israel’s traumatic experiences, namely, its loss of political autonomy under Assyrian, Babylonian, Persian and Hellenistic political supremacy. Israel found its new identity in the Bible. Therefore, the political dimension of Israel’s self-understanding was substituted by religious meaning. In this regard, the most important role was played by linguistic reduction of the revelation to the Script. The reduction resulted in a capacity to distinguish between the true God and idols, among which the most powerful is the total state, symbolized in the Bible as »Egypt«. This new capacity of distinction is also known as »mosaic distinction«, arguably the most consequential aspect of biblical monotheism. Biblical culture, however, promotes the truth in a weak sense as in the manner presented in the apostolic constitution

Diplomsko seminarsko delo umešča Ps 31 v zgodovinski kontekst ter raziskuje, kako se v njem kaže podoba Boga. Prvo poglavje je namenjeno umestitvi Ps 31 v širši kontekst Svetega pisma, Psalterja in zbirk znotraj psalterja. Raziskuje čas in okoliščine nastanka Ps 31. Posebej se posveča povezavi Ps 31 s kraljem Davidom, pa tudi s prerokoma Jeremijo in Jono. Sprašuje se o literarni vrsti Ps 31 in povzema raznolikost mnenj strokovnjakov na tem področju. Drugo poglavje se posveča psalmu z oblikovnega in vsebinskega vidika. V prvem delu drugega poglavja smo določili zgradbo Ps 31 in ga razdelili na pet delov: v. 1-9.10-14.15-19.20-23.24-25. V drugem delu smo naredili literarno analizo, v kateri smo se dotaknili tako vprašanj tekstno-kritične narave kot uporabe slogovnih sredstev. Ta nas je prepričala o enotnosti Ps 31, ki ima sicer presenetljive preobrate, zaradi katerih so mnogi eksegeti menili, da gre pri Ps 31 za sestavljanko iz več psalmov. V tretjem delu drugega poglavja smo naredili temeljito eksegezo, ki nam je pokazala vsebino in potek molitve v Ps 31: v. 1-9 prikazujejo Boga kot skalo, na katero se je psalmist zatekel in molivca spominjajo na čudovita Božja dela, ki jih je Bog izvršil v Izraelovi in psalmistovi osebni zgodovini. V. 10-14 razložijo stisko, v kateri se je znašel psalmist, pri kateri gre predvsem za bolezen, zasramovanje in strah, da ga bodo ubili. V v. 15-19 psalmist obnovi svoje zaupanje v Boga, prošnjo za rešitev in premoč Boga nad njegovimi sramotilci. V. 20-23 prikažejo dejanski način Božje rešitve, ki jo prinaša predvsem Božja bližina, v. 24-25 pa sta sklepni del psalma, v katerih psalmist nagovori in opogumi rojake. Tretje poglavje spregovori o podobi Boga v Ps 31, posebej izpostavi kot podobo za Boga skalo in pokaže na povezavo z Božjo zvestobo. Nato izpostavi kot podobo za Boga Božje obličje, povezano z Božjo dobroto. Na koncu raziskuje pojem Božje in človeške pravičnosti, ki vodita človeka v odrešitev in podobnost z Bogom. The Bachelor's thesis places Ps 31 in historical context as well as explores how the image of God is presented within the psalm. Chapter 1 places Ps 31 in a wider context of the Bible, Psalter and the collections of psalms within the Psalter. It explores the time and circumstances of its origins, especially its connection to King David and the prophets Jeremiah and Jonah. Furthermore, it investigates the genre of Ps 31. In this chapter, a diversity of opinions of the experts is revealed. Chapter 2 shows Ps 31 from the viewpoints of form and content. In the first part of the chapter the structure of Ps 31 is defined and divided into five parts: verses 1-9,10-14,15-19,20-23,24-25. In the second part the literary analysis is presented. The questions of textual criticism and literary terms are discussed. Despite surprising turnabouts in the contents of Ps 31 which lead many exegetes to believe that Ps 31 is a compound of several other psalms, it becomes evident in this chapter of the thesis, that it is unified. In the third part of Chapter 2 a complete exegesis is made. It reveals the content and the course of the prayer in Ps 31: the verses 1-9 present God as a rock which the psalmist sought refuge upon and remind a praying person of God's marvellous deeds that he made in the history of Israel and in the psalmist's own history. Verses 10-14 explain the distress of the psalmist, consisting of illness, mockery and fear of being killed. In verses 15-19, the psalmist renews his trust in God, his cry for deliverance and requests for God's victory over the power of his enemies. Verses 20-23 show how God in reality delivered the psalmist which was mostly by the grace of God's presence. Verses 24-25 conclude the part of the psalm in which the psalmist addresses and encourages his fellow sufferers. Chapter 3 deals with the image of God in Ps 31. The image of God presented is God as a rock. This image is related with God's faithfulness. Following is the image of the face of God which is related to God's goodness. At the end of Chapter 3 we introduce the concept of God's and man's righteousness that both lead people to salvation and likeness with God.

Storitve vedno bolj pridobivajo na pomenu, predvsem v razvitih državah, kjer predstavljajo največji delež bruto družbenega proizvoda. Ob današnjem hitrem tempu življenja, stresnih situacijah, hitri prehrani se mora človek zavedati tudi pomena zdravja. Wellness kot filozofija nas uči, da je vsak posameznik sam odgovoren za svoje zdravje. Wellness storitve so namenjene človekovi telesni in duševni sprostitvi ter skrbi za njegovo zdravje in lepoto. Magistrska naloga je razdeljena na dva dela, in sicer teoretičnega in empiričnega. V prvem delu so predstavljeni koncepti: marketinga storitev, kakovosti, zvestobe in wellnessa. Konec teoretičnega dela zaznamuje predstavitev izbranih wellness centrov v Sloveniji. V empiričnem delu smo izvedli raziskavo merjenja kakovosti storitev v treh wellness centrih v Sloveniji. Primarne podatke smo pridobili s strukturiranim vprašalnikom po merilni lestvici SERVQUAL, s katerim smo na 5-stopenjski Likertovi lestvici merili pričakovano in zaznano kakovost. Dodatno smo še s tremi vprašanji merili zvestobo uporabnikov. V magistrskem delu nas je zanimalo predvsem, kakšna pričakovanja glede kakovosti imajo uporabniki wellness storitev in kakšna je njihova zaznana kakovost v izbranih wellness centrih. Nadaljnje nas je zanimalo, ali zaznana kakovost vpliva tudi na zvestobo uporabnika. Raziskava je pokazala, da imajo uporabniki zelo visoka pričakovanja glede kakovosti wellness storitev, vendar je tudi njihova zaznana kakovost pri vseh treh ponudnikih v Sloveniji relativno visoka. Slednje pomeni, da lahko vse tri wellness centre označimo kot kakovostne, vendar pa smo ugotovili statistično značilne razlike med pričakovano in zaznano kakovostjo, kar pomeni, da je še dovolj prostora za izboljšavo pri vseh treh ponudnikih. S faktorsko analizo smo pri zaznani kakovosti identificirali tri dejavnike kakovosti, raziskava pa je tudi pokazala, da zaznana kakovost statistično značilno pozitivno vpliva na zvestobo. Slednje pomeni, da večja kot je zaznana kakovost, večja je je zvestoba. V raziskavi so bile ugotovljene tudi razlike, tako v zaznani kakovosti kot tudi pri zvestobi med posameznimi wellness centri. Naša raziskava nudi vpogled v koncept merjenja kakovosti storitev in njenega vpliva na zvestobo. To je lahko dobra iniciativa za prihodnje raziskave na področju kakovosti storitev wellnessa v Sloveniji. Services are increasingly gaining in meaning, especially in the developed countries, where they represent the largest share of gross domestic product. With the fast pace of life of today, all the stressful situations, fast food, one has to be aware also of the importance of health. Wellness as a philosophy teaches us that every individual is responsible for his or her own health. Wellness services are designed for human physical and mental relaxation as well as for the care for their health and beauty. This master's thesis is divided into two parts: the theoretical and the empirical. The first part presents the concepts of: the marketing of services, quality, loyalty and wellness. The last part of the theoretical segment is marked by the presentation of selected wellness centres in Slovenia. In the empirical part, we carried out a survey of the evaluation of the quality of services in three wellness centres in Slovenia. The primary data was obtained through a structured questionnaire according to the SERVQUAL scale, with which we measured the expected and perceived quality on the 5-level Likert scale. Additionally, we also measured the customers' loyalty with the help of three more questions. In the master's thesis, we were primarily interested in the kind of quality expectations the users of wellness services have and their perceived quality in selected wellness centres. We were further interested in whether the perceived quality also affects the loyalty of the user. The survey revealed that users have very high expectations about the quality of wellness services, but their perceived quality is also relatively high among the three providers in Slovenia. The latter means that we can mark all three wellness centres as high in quality, however we have found statistically significant differences between the expected and the perceived quality, which means that there is still room for improvement in all three providers. Through the factor analysis, we have identified three quality factors at the perceived quality, and the survey showed also that the perceived quality statistically typically influences loyalty in a positive manner. The latter means that the greater the perceived quality, the greater is the fidelity. The study also found differences in both the perceived quality as well as the loyalty among individual wellness centres. Our research provides an insight into the concept of measuring service quality and its impact on loyalty. This can be a good initiative for further research on the quality of wellness services in Slovenia.

V današnjem času je boj za potrošnika med konkurenčnimi podjetji vedno ostrejši. Vsako podjetje se zaveda ključnega pomena zadovoljstva in zvestobe med potrošnikom in podjetjem. Ugotovili so, da za vzdrževanje visokega nivoja zadovoljstva in zvestobe potrebujejo orodje, ki se imenuje program zvestobe. Zaradi vse večje konkurence na trgu morajo podjetja za dolgoročni poslovni uspeh analizirati in posodabljati svoj program zvestobe. Z vsako posodobitvijo programa zvestobe se želijo podjetja približati potrošniku. Tisti, ki bo uspel na preprost način z zanimivimi ponudbami zadovoljiti potrošnika, bo zmagovalec boja. Zaradi digitalizacije, ki je danes prisotna na vsakem našem koraku in potrošniku ponuja ogromno informacij, je takšen način pristopa do potrošnika posebej težaven. Že vsaka malenkost, ki izstopa iz povprečja, pomeni dodana vrednost programu zvestobe. Zato smo v diplomskem delu na primeru Petrol kluba analizirali in predstavili nov predlog za lojalnostni program zbiranja nalepk za prihodnost. Diplomski projekt je oblikovan tako, da ga sestavljata dva dela. V prvem oziroma teoretičnem delu so predstavljena štiri poglavja, namenjena spoznavanju bistvenih sestavnih delov programa zvestobe. Prične se z uvodom, kjer se najprej predstavi področje, nameni projekta, hipoteze in raziskava. V nadaljevanju spoznamo definicije potrošnika in dejavnike, ki vplivajo na potrošnikovo nakupno vedenje. Pregledamo bistvene elemente zadovoljstva in zvestobe. Zaključimo pa pri osnovnih delitvah programa zvestobe. Drugi del, poimenovan empirični, vsebuje predstavitev podjetja Petrol d.d., analizo Petrol klub programa zvestobe in predlog o nadgradnji trenutnega lojalnostnega programa zbiranja nalepk. Predstavili smo svoj predlog virtualnega lojalnostnega programa zbiranja nalepk ter izvedli ustrezno raziskavo. Pri raziskavi smo si pomagali z virtualnim anketnim vprašalnikom. Takšna vrsta ankete je omogočila anketirancem lažji in hitrejši dostop. Vsi anketiranci so anketo reševali prostovoljno in anonimno. Iz ankete smo pridobili potrebne podatke za obrazložitev zastavljenih hipotez in odziv anketirancev na predlog zbiranja virtualnih nalepk. Pridobljeni podatki so nam omogočili primerjavo trenutnega lojalnostnega programa zbiranja nalepk s predlaganim virtualnim lojalnostnim programom zbiranja nalepk. Analiza rezultatov nam je pokazala, da je možen preskok iz klasične oblike nalepk na virtualno obliko brez večjih posledic za podjetje Petrol. Recently, the strife for gaining a competitive edge among the companies, in respect to attract new customers, becomes very keen and stiff. Each of the company is aware of the key importance of the satisfaction and loyalty established in the close relationship between the customers and the company. It has been ascertained that to be attained the highest level of satisfaction and loyalty relationship, is to be extended tools - Loyalty Program. Facing permanently an increased competition on the markets, they are forced to achieve their long-term business success by analyzing and updating own Loyalty Program. The intention of the companies with their new updated Loyalty Program is to become closer to their customers. Those, who will gain the simplest way in satisfying customers, will win the market struggle. Nowadays, due to the digitalization, found in any segment, customers have an access to a huge amount of information, which makes the approach to the customers more difficult. Even the smallest trifle getting out of the average means, reflects additional value to the Loyalty Program. Taking all these into consideration, in this Diploma work, on the example of Petrol Club, was analyzed and extended a new proposal for loyalty program stickers, that should be collected in the future. The Diploma work has been designed in two integral parts. In the first part - named theoretical, are presented four chapters referring to fundamental parts of the Loyalty Program. On the beginning, the introduction deals with presentation of the domain, purpose, hypotheses, and research. Further on, are developed definitions about the customer and actions taken, that have an impact over the customers’ consumption behaving. We are reviewing the principal parts in regards to satisfaction and loyalty. Finalizing with the fundamental parts of the Loyal Program. The second part named - empiric, refers to the presentation of the company Petrol, an analysis about Petrol Club - loyalty program, sating further superstructures of the current program for loyalty with collection of the stickers. It is introduced our proposal for virtual loyalty program for collecting stickers, together with, performance of an adequate research. Throughout our performance of the research, we had an assistance in using a questionnaire. That form and scope of the questionnaire helped and enabled the customers for a rapid access. All the interviewed customers have answered voluntarily and anonymously. The questionnaire provided us with necessary data, enabling us to expose the established hypothesis, as well as a response for proposals for collection of virtual stickers. Gathered information enabled us to compare the present loyalty program for collection of stickers with our proposed virtual loyalty program for collection of stickers. Analysis of such data showed us that it is possible to leap over from classical form of stickers in to virtual form without any seriously outcome for company Petrol.

Z zadovoljstvom se srečujem vsakodnevno. Že sam obisk prodajalne lahko v nas vzbudi zadovoljstvo ali pa nezadovoljstvo. Zadovoljstvo se pojavi takrat, ko so izpolnjene vse naše želje oziroma pričakovanja. Zaradi konkurence na trgu, ki pa je seveda vedno večja, in pričakovanj odjemalcev, ki so posledično bolj zahtevna, so zadovoljni odjemalci tako ključni za uspeh podjetja. Sama podjetja se morajo zavedati, kaj pomeni zadovoljni odjemalec zanje. Po določenem času zadovoljstvo pripelje do zvestobe, kar doprinese k vedno več novim odjemalcem. Tudi pri podjetju Lidl Slovenija se zavedajo, kaj pomeni zadovoljni odjemalec. Podjetje je v letošnjem letu tudi samo naredilo raziskavo v zvezi s kakovostjo, ki smo jo Slovenci potrdili. S tem je podjetje dokazalo, kako pomembni smo jim kupci, sploh pa zadovoljni in zvesti kupci. V teoretičnem delu diplomskega projekta smo se osredotočili na odjemalce, na opredelitev zadovoljstva odjemalcev, na to, kakšen pomen ima zadovoljstvo odjemalcev za podjetje. Opredelili smo tudi stopnje odjemalčevega zadovoljstva in opisali proces odločanja odjemalcev. Za raziskavo odjemalcev je pomemben postopek merjenja, ki smo ga prav tako opisali in navedli postopke. Pri zadovoljstvu se vedno pojavi tudi negativni del, imenovan stanje negativnega zadovoljstva oziroma nezadovoljstvo odjemalcev. Osredotočili smo se tudi na to ter opisali nezadovoljstvo ter ravnanje z nezadovoljnimi kupci. Kot zadnji del pri teoretičnem delu smo opredelili še zvestobo odjemalcev, ki je prav tako zelo pomembna za organizacijo. Opisali smo povezavo med zadovoljstvom in zvestobo ter kaj zvestoba sploh je in kateri odjemalec je zvest. V empiričnem delu diplomskega projekta smo na kratko opisali podjetje Lidl Slovenija, povzeli njihova temeljna načela, vizijo in cilje podjetja. V delu raziskave smo opisali namen in cilje raziskave, načrt poteka raziskave ter merjenje zadovoljstva odjemalcev v podjetju Lidl Slovenija. Na koncu pa smo opravili analizo anketnega vprašalnika in jo grafično ter tabelarno prikazali. Customer satisfaction analysis of the chain store Lidl Slovenia Satisfaction occurs when all our wishes and anticipations are met. Satisfied customers are crucial for a successful company. Companies have to be aware of what satisfied customers bring to their business because satisfaction usually leads to loyalty. Satisfied customers will also recommend the products or services of a company to their friends and family which will then lead to getting new customers. Lidl Slovenia designed a survey about how satisfied their customers are with the service and products that the company offers. The results were good and showed that their customers were pretty satisfied. The thesis is divided into a theoretical and empirical part. In the theoretical part of the thesis, the focus was on the customers, the definition of customer satisfaction, and the description of the decision process. The focus was also on the measurement procedure of the research which was also described in the thesis. When we talk about satisfaction, there is always a »negative part« called the state of negative satisfaction or dissatisfaction. Because of that we also focused on dissatisfaction, its definition and on how to handle the customers that were not satisfied with their experience. Finally, we described customer loyalty and the connection between satisfaction and loyalty. In the empirical part of the thesis, we gave a short description of the company Lidl Slovenia. We explained their goals, vision, and basic principles. In the empirical part, we also described the purpose and the main goals of the research, the research plan, and the measurements. With all the data, we made an analysis which was graphically and tabularly displayed.

This paper presents the results of a study conducted to examine the dependence of customer loyalty on corporate social responsibility (CSR). CSR is a good opportunity for a company’s differentiation, but only if customers value the company’s efforts in this field. Loyalty is a primary goal of each company, but it is influenced by numerous factors. The goal of this paper was to examine if CSR influences customer loyalty as one possible factor. Based on the presented results, management recommendations are provided concerning business strategy, mission, and vision formulation, so companies can fulfill customers’ interests and gain their loyalty. V prispevku so predstavljeni rezultati raziskave, ki je bila izvedena, da bi proučili odvisnost zvestobe kupcev od družbene odgovornosti podjetij. Družbena odgovornost je dobra priložnost za diferenciacijo podjetja, a le, če stranke cenijo njegova prizadevanja na tem področju. Zvestoba je primarni cilj vsakega podjetja, vendar nanjo vplivajo številni dejavniki. Cilj tega prispevka je proučiti, ali družbena odgovornost podjetij kot eden od mogočih dejavnikov vpliva na zvestobo kupcev. Na podlagi predstavljenih rezultatov je mogoče podati priporočila za upravljanje, ki zadevajo poslovno strategijo, poslanstvo in oblikovanje vizije, da bi podjetje lahko zadovoljilo interese strank in si pridobilo njihovo zvestobo.

V doktorski disertaciji podamo celoten in sistematičen pregled teorije o zaznani vrednosti ter oblikovali koncept zaznane vrednosti zdravstvenih storitev, nato pa model empirično preverimo. Model zaznane vrednosti v današnji storitveni dejavnosti ni novost, saj je raziskovan v številnih storitvenih dejavnostih, npr. v turizmu in bančništvu. V zdravstveni dejavnosti, ki sodi med storitvene dejavnosti s posebnimi značilnostmi, takega modela v celovitem pogledu, kot ga predstavljamo mi, nismo zasledili. V doktorski disertaciji podrobno opišemo vse gradnike konceptualnega modela zaznane vrednosti, in sicer tako predhodnike kot posledice. Pri vseh gradnikih vključimo tudi posebnosti, ki veljajo v zdravstveni dejavnosti. Po teoretičnem raziskovanju do zdaj znanih povezav med posameznimi gradniki oblikujemo konceptualni model povezav predhodnikov in posledic zaznane vrednosti storitev. Na podlagi tega oblikujemo naslednje hipoteze: H1: Višja kot je zaznana kakovost zdravstvene storitve, višja je njena zaznana vrednost. H2: Višja kot je zaznana kakovost zdravstvene storitve, večje je zadovoljstvo bolnikov. H3: Večji kot je ugled ponudnika zdravstvene storitve, višja je njena zaznana kakovost. H4: Večji kot je ugled ponudnika zdravstvene storitve, višja je njena zaznana vrednost. H5: Višja kot je zaznana vrednost zdravstvene storitve, večje je zadovoljstvo bolnikov. H6: Višja kot je zaznana vrednost zdravstvene storitve, večja bo zvestoba bolnikov. H7: Višja kot je zaznana cena zdravstvene storitve, višja je njena zaznana kakovost. H8: Nižja kot je zaznana cena zdravstvene storitve, višja je njena zaznana vrednost. H9: Med uporabniki zdravstvenih storitev v javnem in zasebnem sektorju prihaja do statistično značilnih razlik v zaznavanju vrednosti zdravstvenih storitev. Empirično prevetritev smo naredili na vzorcu 800 bolnikov (400 v javnem zavodu in 400 pri koncesionarju). Analiza zanesljivosti in veljavnosti potrjuje kakovost uporabljenega vprašalnika. Zanesljivosti posameznih merjenih konstruktov v modelu, merjenih s Cronbachovim koeficientom zanesljivosti α, so naslednje: zaznana kakovost 0,80, ugled 0,96, zaznana vrednost 0,83, zaznana cena 0,88, zadovoljstvo 0,89 in zvestoba 0,89. Za pomembno boljše prilaganje podatkov modelu v konceptualni model vključimo povezavo med zadovoljstvom bolnikov in zvestobo. Ta povezava je tudi vsebinsko podprta v literaturi. Po dodani povezavi se indeksi globalne ustreznosti bistveno izboljšajo oz. presegajo minimalno želene vrednosti, in sicer: hi-kvadrat = 349,6 (sig. = 0,00), df = 143, RMSEA = 0,05, NFI = 0,96, CFI = 0,97. Na podlagi predstavljenih statističnih značilnosti povezav iz končnega strukturnega modela lahko potrdimo vse postavljene hipoteze. Po testiranju H9 lahko zaključimo, da prihaja med uporabniki zdravstvenih storitev v javnem in zasebnem sektorju do statistično značilnih razlik v zaznavanju vrednosti zdravstvenih storitev. Prispevkov naše doktorske disertacije je veliko. Iz fragmentiranega znanja smo naredili celovit pregled znanj s področja zaznane vrednosti na področju zdravstva. Razvoj končnega merilnega instrumenta je metodološki prispevek v zakladnico znanja. Verjetno ni treba posebej poudariti, da tako izvedene raziskave v slovenskem prostoru na področju zdravstva ni bilo, tako obsežnega modela, ki bi bil empirično preverjen, pa tudi nismo našli v svetovni zakladnici znanja. In our doctoral thesis, we have introduced a complete and systematic overview of a theory on perceived value, we have formed a concept of the perceived value in health services and we have empirically tested the model. The model of the perceived value is not a novelty in a nowadays service activity, the model is researched in numerous service activities, such as also tourism and banking. Regarding the health care service, which belongs among the service activities with significant characteristics, we had not come across any such model within the comprehensive view as we present it. In our thesis, we describe in details all cornerstones of the conceptual model of the perceived value, that is forerunners as well as consequences. Within all cornerstones there are included also significances which are characteristic in the health care service. After the theoretical research of the, up to this point, known connections among the individual cornerstones, we formed the conceptual model of the connections among the forerunners and the consequences of the perceived value of the services, and thus we formed the following hypotheses: H1: The higher perceived quality of the health service, the higher its perceived value. H2: The higher perceived quality of the health service, the higher satisfaction of the patients. H3: The higher reputation of the health service provider, the higher its perceived quality. H4: The higher reputation of the health service provider, the higher its perceived value. H5: The higher perceived value of the health service, the higher satisfaction of the patients. H6: The higher perceived value of the health service, the higher loyalty of the patients. H7: The higher perceived price of the health service, the higher its perceived quality. H8: The lower perceived price of the health service, the higher its perceived value. H9: There are statistically significant differences in perceiving the value of the health services among users of the health services in public and private sector. We carried out the empirical verification on a sample of 800 patients (400 in a public institution and 400 at a concessionaire). The analysis of certainty and validity confirms the quality of the used questionnaire. The certainty of measured individual constructs in the model, measured with the certainty coefficient Cronbach α, is: the perceived quality 0,80, the reputation 0,96, the perceived value 0,83, the perceived price 0,88, the satisfaction 0,89 and the loyalty 0,89. Due to significantly better adjustment of the data within the model, we included in the conceptual model the connection between the satisfaction of the patients and the loyalty. This connection is also substantively supported in literature. After the connection is added, indexes of a global adequacy are significantly improved, respectively they exceed required minimal values: Hi – square=349,6 (sig.=0,00), df=143, RMSEA=0,05, NFI=0,96, CFI=0,97. On the basis of the presented statistical characteristics of connections from the final structural model, we can confirm all formed hypotheses. After testing H9 we may conclude that there are statistically significant differences in perceiving the value of the health services among users of the health services in the public and the private sector. There are many contributions of our doctoral thesis. By using the fragmentary knowledge, we have made a complete overview of different knowledge regarding a field of the perceived value on the field of health care. The development of the final measuring instrument is a methodological contribution to the knowledge treasure trove. It is probably not necessary to specifically point out that there had not been any researches carried out in such way in Slovenian area before, and in the world knowledge treasure trove we had also not found such extensive model, which would be empirically checked.

Image has become one of the most important factors of stores’ survival and development. In this paper, a model of relationships among the multidimensional variables of store image, positive affect, satisfaction with the store, trust and commitment to the store is formed and tested with a sample of 209 customers in three stores in the Pomurje region of Slovenia. The important conclusion of the research is that several interrelations among store image, positive affect, satisfaction, trust and store commitment exist. The results also show significant gender differences in perceptions of store image. These results provide several important insights for managing supermarkets in the Slovenian market and are also important for future research. Podoba prodajalne je postala eden najpomembnejših dejavnikov preživetja in nadaljnjega razvoja trgovin. V prispevku predstavljamo model povezav večdimenzionalnih spremenljivk podoba prodajalne, pozitivna čustva, zadovoljstvo s prodajalno, zaupanje v prodajalne in zavezanost prodajalni. Model je bil preverjen na vzorcu 209 odjemalcev v treh različnih prodajalnah v pomurski regiji v Sloveniji. Pomemben rezultat naše raziskave je, da obstajajo številne medsebojne povezave med podobo prodajalne, pozitivnimi čustvi, zadovoljstvom s prodajalno, zaupanjem v prodajalne in zavezanostjo prodajalni, poleg tega pa tudi, da obstajajo pomembne razlike v zaznavanju podobe prodajalne med spoloma. Rezultati so pomembni za poslovno prakso v supermarketih v Sloveniji in za nadaljnje raziskave na tem področju.

Osnovni namen magistrske naloge je prispevati k znanju s področja zaznane kakovosti fitnes storitev ter osvetliti vpliv fizične podpore in kontaktnega osebja na zaznano kakovost fitnes storitev. V raziskavi podajamo sistematični pregled teorije o zaznani kakovosti storitev, fizični podpori in kontaktnemu osebju in na tej podlagi apliciramo model vpliva fizične podpore in kontaktnega osebja na zaznano kakovost fitnes storitev. Model preverimo s pomočjo vprašalnika na vzorcu 350 odjemalcev fitnes storitev. The main purpose of the present work provides the additional knowledge about the perceived quality of fitness centre service and enlightens the influence of physical support and evidence on the quality fitness service. The model is checked by the questionnaire, which includes 350 fitness customers.

Z novejšimi tehnologijami prihaja potreba po tem, da se podjetja posvečajo prenovi zastarelih informacijskih sistemov, ki so v veliko primerih nekompatibilni z novejšo tehnologijo. Kratica CRM (angl. Customer Relationship Management) v slovenskem prevodu pomeni sisteme za upravljanje odnosov s strankami. CRM je rešitev, ki pomaga konkurenčnost podjetja dvigniti na višjo raven, saj je dandanes ključno, da se posvetimo stranki na sodobne načine. Ker je zadovoljstvo stranke ključno za zvestobo, lahko s pomočjo CRM-rešitve dosežemo, da so stranke zadovoljne in da nas ne zapuščajo. Pojem CRM lahko razlagamo kot filozofijo, ki cilje podjetja najbolje dosega z identifikacijo in zadovoljstvom navedenih in nenavedenih želj in potreb stranke ali pa kot računalniški sistem za identificiranje, pridobivanje, ciljanje in ohranjanje najboljših strank. Povezava med tema dvema definicijama je najboljša, če je prepletena, torej da podjetje uporablja filozofijo CRM kot način poslovanja, računalniški sistem pa kot orodje za izpolnitev cilja, ki je narediti najboljši vtis na stranko. CRM-rešitev mora biti prilagodljiva potrebam podjetja, saj se te spreminjajo. Z rastjo podjetja se spreminjajo tudi potrebe po CRM-rešitvah. Dobro je že v začetni fazi najti pravega ponudnika, ki je sposoben prilagoditi CRM-rešitev na osnovni in bolj zapleteni ravni. Ko se podjetje odloči za uvedbo CRM-rešitve v podjetje, je treba določiti, kdo so ključni ljudje, ki bodo sodelovali pri uvedbi rešitve. Težava je, če se sodelujoči ne strinjajo z izbiro ponudnika ali če imajo občutek, da CRM-rešitev ne bo pripomogla k poslovanju, tako lahko projekt uvedbe CRM-rešitve v podjetje propade. Podjetja, ki uvajajo CRM-rešitev, morajo preučiti, kateri ponudnik ima dobre reference in kako dolgo se že ukvarja z uvajanjem CRM-rešitve. Dobro je raziskati ponudnike, saj lahko s pomočjo raziskave ugotovijo, kateri je za njih najprimernejši in kdo ponuja največ za primerljivo ceno. With new technologies available, companies must dedicate their time to renew the old information system. Those old systems are mostly not compatible with new technologies. CRM is a sistem, which can make competitiveness of company raise on higher level because this days we need to dedicate our time into researching our customers on a new, up-to-date way. Satisfaction of a customer is most important if we want to achieve loyalty, and CRM systems offer us the tool to make it happen. CRM can be defined as a philosophy that achieves goals through identification and satisfaction of stated and unstated wishes and needs of customers or as computer systems for identifying, collecting, aiming and maintaining best customers. Connection between both of them is best if mixed, so the company uses strategy or philosophy as a way of making business, and a computer system as a tool for achieving a goal to make the best impression on a customer. CRM system must be adjustable to needs of a company because needs can change. Company growth can bring changes in need to make new settings of CRM system. It is good to find a good provider of solution in the starting phase. Provider must be capable to adjust CRM system based on basic or advanced needs of customer. When company decides to implement CRM system into company, they need to define who are they key people that will participate in the implementation of system. Problem happens if participants don't agree with the selection of the provider or they aren't completely sure that the implementation of CRM solution will benefit to the company. Company which is implementing CRM solution to company must make a good research about providers, which one has good references, how long is the provider in the business of implementing CRM systems. With a good research company can figure out which solution benefits them best and which one offers the most by the price that needs to be paid. CRM can be defined as a philosophy that achieves goals through identification and satisfaction of stated and unstated wishes and needs of customers or as computer systems for identifying, collecting, aiming and maintaining best customers. Connection between both of them is best if mixed, so the company uses strategy or philosophy as a way of making business, and a computer system as a tool for achieving a goal to make the best impression on a customer. CRM system must be adjustable to needs of a company because needs can change. Company growth can bring changes in need to make new settings of CRM system. It is good to find a good provider of solution in the starting phase. Provider must be capable to adjust CRM system based on basic or advanced needs of customer. When company decides to implement CRM system into company, they need to define who are they key people that will participate in the implementation of system. Problem happens if participants don't agree with the selection of the provider or they aren't completely sure that the implementation of CRM solution will benefit to the company. Company which is implementing CRM solution to company must make a good research about providers, which one has good references, how long is the provider in the business of implementing CRM systems. With a good research company can figure out which solution benefits them best and which one offers the most by the price that needs to be paid.

Prvi del diplomskega dela zajema teoretični del o tržnih znamkah, še posebej smo se posvetili storitveni znamki, njenemu premoženju, oblikovanju zvestobe in pozicioniranju. Izpostavili smo posebnosti storitev v primerjavi z izdelki, tudi pri trženju. V drugem delu smo analizirali podatke raziskave o vplivu prepoznavnosti storitvene znamke PBS na potrošnikovo izbiro ponudnika plačila obrazca UPN (univerzalni plačilni nalog), kjer smo ugotavljali, kolikšen vpliv glede na različne starostne skupine imajo pri izbiri ponudnika zaupanje, prepoznavnost, cena in kakovost. We all grow up and tend to be independent as soon as possible, so it is also unavoidable monthly paying UPN (Universal Payment Order) forms or more common word, bills. The difference is that nowadays we have many UPN form payment providers what makes provisions getting lower. The first part presented in my diploma consists of the theoretical knowledge about brands, especially we present service brand and how to achieve that people trust to it. We also stress some differences in marketing products and services. At the end of theorethical part we present, in our opinion, one of our most known service brands PBS. In the second part we analized survey data on the influence of visibility PBS service mark on consumers choice between UPN form payment providers. We wanted to know how important is trust, visibility, price and quality of service for consumers of different ages. The survey results could be used for further development of service brand PBS.

V Skupini stroka.si se zavedamo, da uspešno poslovanje podjetja temelji predvsem na razvojno usmerjenih zaposlenih, ki želijo ponotranjiti naše poslanstvo zagotavljanja hitrih in učinkovitih rešitev ter uresničiti naše poglavitno vodilo: skrb za zadovoljstvo naših odjemalcev. Razvoj in poslovanje podjetja gradimo v skladu z vizijo IT ljudem in si prizadevamo za razvoj partnerskega odnosa s svojimi odjemalci. V ta namen imamo razvito službo za zadovoljstvo strank, kjer strokovno usposobljeni zaposleni vsakodnevno opravijo klice zadovoljstva in s tem spremljajo in merijo zadovoljstvo naših odjemalcev. Le s sprotnim spremljanjem in preverjanjem se lahko oblikujejo določeni ukrepi, s katerimi se lahko ob morebitnem izraženem nezadovoljstvu odjemalcev pravilno postopa. Iz zadovoljnih odjemalcev se razvijejo zvesti odjemalci, kar za podjetja predstavlja kapital. V diplomskem delu teoretično in praktično obravnavam temo o zadovoljstvu odjemalcev. V teoretičnem delu sem opredelila pojma zadovoljstvo in zvestoba ter njune povezave z dobičkom podjetja. Predstavljam tudi podjetje, kjer sem zaposlena, Skupino stroka.si. To podjetje se zelo dobro zaveda nuje zadovoljnih odjemalcev za uspešno poslovanje podjetja na vedno bolj konkurenčnem trgu ponudnikov informacijskih rešitev. Praktičen del diplomske naloge vsebuje raziskavo zadovoljstva odjemalcev v obravnavanem podjetju. Raziskava je bila izvedena z enim najbolj pogosto uporabljenih orodij za spremljanje in merjenje zadovoljstva odjemalcev, z anketo. Z anketnim vprašalnikom sem ugotovila, da so odjemalci Skupine stroka.si večinoma zadovoljni oziroma zelo zadovoljni s strokovnostjo, podporo in rešitvami. Odjemalce sem ločila po spolu in potrdila svojo hipotezo bolj zadovoljnih moških odjemalcev. Iz rezultatov raziskave sledi predstavitev odgovorov. Na koncu sem podala dva predloga za izboljšanje tistih dejavnikov, ki sta se pri merjenju zadovoljstva uvrstila najslabše. We at Group stroka.si are very much aware a successful business is primarily based on developmentally-directed employees who wish to personalise our vision of delivering fast and effective solutions. Our main goal is to satisfy our clients. Development and business are built according to the vision »IT to the people«, therefore we try to establish a partnership with our clients. For this purpose we have developed customer service, where highly-qualified individuals perform calls they check and measure customer satisfaction. Only by constant checking and gathering information certain actions for dealing with an unsatisfied customer can be performed. To develop a long term partnership, clients have to be satisfied and that is our main equity. This diploma paper treats customer satisfaction theoretically and empirically. In theoretical part, I have defined the concept of satisfaction and loyalty, thus their connection to company's profit. I have also presented Stroka.si, which is very much aware of the meaning of satisfied customers for a successful business on today's competitive IT market. In practical part, I have focused on customer satisfaction survey and its analysis. By gathering and analysing all the data I established that our clients are satisfied or even very satisfied with our proficiency, support and solutions. I have divided customers according to gender and have confirmed my hypothesis of male customers being more satisfied than female customers. Results follow in the presentation of answers. In the end I have added two suggestions for improvement of factors, that were rated lowest in measuring customer satisfaction.

V današnjem konkurenčnem okolju mora prodajalna, ki stremi k uspešnosti, razvijati učinkovite strategije na področju zagotavljanja zadovoljstva svojih kupcev. Poznavanje in razumevanje svojih kupcev ter ugotavljanje pomembnosti dejavnikov, ki vplivajo na nakupne odločitve in na kupčevo zadovoljstvo je za tržnike izjemnega pomena, saj jim omogoča prilagoditev ponudbe, ki ustreza kupčevim pričakovanjem in željam. Kupci, ki so zadovoljni s prodajalno in z blagovno znamko se pogosteje vračajo, razvijajo zvestobo prodajalni, so pripravljeni kupiti več, so manj dovzetni za konkurenčne ponudbe in pripovedujejo drugim o svojih pozitivnih izkušnjah. Ohranjanje in strateško spodbujanje zvestobe je učinkovito v kolikor se prodajalna osredotoči na prave skupine kupcev. Z raziskavo kupcev v prodajalni Bottega Verde v Kopru, smo z ugotavljanjem pomembnosti dejavnikov pri nakupovanju kozmetičnih proizvodov, merjenjem zadovoljstva s prodajalno in ugotavljanjem nakupnih navad pridobili potrebne podatke za oblikovanje predlogov za razvoj učinkovitih strategij zagotavljanja in vzdrževanja visoke ravni zadovoljstva in zvestobe obstoječih kupcev in priprave programa za pridobivanje novih kupcev. Večina anketiranih kupcev v prodajalni Bottega Verde v Kopru je ženskega spola, stara med 36 in 50 leti, zaposlena s srednješolsko izobrazbo. Velika večina (83%) kupcev že ima kartico zvestobe, ki jim prinaša določene ugodnosti in darila ob nakupu. Največ kupcev se je prvič s prodajalno seznanila po priporočilu prijateljev in znancev. Kot najpomembnejše dejavnike pri nakupovanju kozmetičnih izdelkov so kupci navedli kakovost izdelkov, učinkovitost izdelkov, prijaznost in ustrežljivost prodajalcev, znanje, strokovnost in svetovanje prodajalcev ter sestavine posameznega izdelka. 98% kupcev je z nakupovanjem v prodajalni zadovoljnih oz. zelo zadovoljnih. Dejavnika, ki po povprečni oceni zadovoljstva zasedata najvišji mesti sta oba vezana na prodajno osebje. Nezadovoljnih in povsem nezadovoljnih kupcev prodajalna nima. Nowadays, any shop which wants to succeed, must develop effective strategies to satisfy its customer due to fully globalized and competitive environment. The most important factor for marketing is the knowledge and understanding of its customers and the identification of the imortance of the factors affecting the purchasing decision. This allows them to adjust the supply which corresponds to the costumers` expectations and wishes. Customers satisfied with the store and brand return more often, develop loyality to the store, they are willing to buy more, they are less susceptible to the competition and tell others about their positive reception and experience. Strategic encouragement and conservation of costumers` loyality is effective as long as the shop has focused on the right group. Customers` survey in the shop Bottega Verde in Koper gained the necessary data for the formulation of proposals for the development of effective strategies in providing a high level of customers` conservation and satisfaction including preparation of loyality program in new customers` acquisition. Survay consisted in identification of factors when shopping for cosmetics products, measuring satisfaction with the shop and determination of shopping customs. The majority of surveyed customers in the shop Bottega Verde in Koper is females, between 36 and 50 years old, employed, with high school education. The vast majority (83%) of customers already have a loyalty card, which brings certain benefits and gifts at every purchase. Most of buyers was first briefed by friends’ or/and acquaintances’ recommendation. As most important factors when shopping for cosmetics, the customers listed the quality of the products, product effectiveness, kindness and customer service, knowledge, expertise and advice of sales personnel and the ingredients of each product. 98% of customers is satisfied or very satisfied with shopping experience in the shop. The most important factors, which held the highest satisfaction in the assessment, are both tied to the sales staff.The shop doesn’t have dissatisfied and completely dissatisfied customers.

Za današnja, trženjsko naravnana podjetja, je pomembno, da znajo prisluhniti željam in potrebam odjemalcev ter na podlagi le-teh oblikovati ponudbo, ki kar najbolje ustreza in zadovolji potrebe odjemalca. Odnosi med podjetjem in odjemalcem morajo temeljiti na iskrenosti, poštenju in zaupanju. Zaradi zasičenosti trga imajo odjemalci veliko možnosti izbire. Uspešna podjetja s kvaliteto svojih izdelkov, z raznovrstno ponudbo, na podlagi različnih akcij in cenovnih ugodnosti ter osebnega pristopa prodajalcev zadovoljujejo želje in pričakovanja odjemalcev. Z nakupom izdelka odjemalec ugotavlja, ali izdelek ustreza glede na njegova pričakovanja. Če ustreza, se pojavi zadovoljstvo, če presega pričakovanja, je zelo zadovoljen, če ne, sledi nezadovoljstvo. Zadovoljstvo odjemalcev vodi v ponovni nakup, saj širijo dober glas med svojimi prijatelji, znanci, sorodniki in sodelavci. Zadovoljstvo vodi do zvestobe. Seveda pa si vsako podjetje želi zadovoljne in zveste odjemalce, saj vemo, da so stroški pri pridobivanju novih odjemalcev precej visoki. Za podjetje je pomembno, da na podlagi notranjih in zunanjih podatkov, z raziskavo o zadovoljstvu odjemalcev dobi realno sliko, kako uspešni so pri zadovoljevanju želja in pričakovanj odjemalcev. Pridobljeni podatki so jim v veliko pomoč, saj lahko pravočasno ukrepajo in postanejo še boljši kot konkurenca. Diplomsko delo sestavljata teoretični in empirični del. V teoretičnem delu sem opredelila pomen pričakovanj odjemalcev, pomen zadovoljstva odjemalcev in način merjenja zadovoljstva in zvestobe odjemalcev s strani domačih in tujih avtorjev. V empiričnem delu sem na kratko predstavila podjetje Donum, d. o. o., prodajni program in predstavila lastno kolekcijo, ki se imenuje »My Collection Simona Serafini« ter prodajno strategijo za zadovoljevanje in zvestobo odjemalcev do podjetja Donum, d. o. o. Predstavljeni so tudi rezultati raziskave o zadovoljstvu odjemalcev do podjetja Donum, d. o. o. Z raziskavo sem želela ugotoviti, kdo so naši odjemalci, kakšne so njihove nakupovalne navade, kako so zadovoljni s ponudbo izdelkov in kateri so dejavniki, ki odločilno vplivajo na nakup izdelka. It is important that companies, which are mostly marketing-oriented today, know how to identify and meet the needs and wants of their customers in best possible ways. Companies should build a solid relationship with their customers and base it on honesty, fairness and trust. Customers have a wide range of choice due to market saturation. Successful companies meet their clients’ needs and demands by offering various products of high quality, by providing discounts or other benefits, and by personal approach. Clients find out whether the product they buy meets their expectations. If it does, they are satisfied. If their expectations are over exceeded, they are extremely satisfied. If not, they are unsatisfied. Customers’ satisfaction leads to further purchase because of valuable references to customers’ friends, acquaintances, relatives and co-workers. Satisfaction leads to customer retention, which is important to every business since costs of getting new clients are high. It is important that a company evaluates how successful it is in meeting its customers' needs and wants through survey with internal and external data. This information is of great value since the company can act on time and beat the competition. This thesis consists of two parts: theoretical framework and empirical research. The theoretical part is devoted to the importance of customers' expectations, their satisfaction, and methods of measuring satisfaction and customer retention by various authors. In the empirical research I describe the company Donum Ltd., the products it sells and a special collection called »My Collection Simona Serafini«. Also, I describe selling strategies that lead to customers’ satisfaction and customer retention. I conducted a survey about customers’ satisfaction. The aims were to find out more about the customers and their shopping habits, their satisfaction with the offer, and the factors that influence the decisions to buy a product.

V današnjem času, ko je gospodarska situacija izjemno zahtevna, so banke v posebej težkem položaju. Na trgu vladajo tehnološki razvoj, globalizacija sveta in vedno močnejša konkurenca, ki je pogosto tudi nelojalna. Banke se borijo za svoje komitente in želijo s kakovostno opravljenimi storitvami vzbuditi pri njih zaupanje in zadovoljstvo, kar dolgoročno pomeni tudi zvestobo. Le na osnovi zvestih strank se ustvarja dobiček, ki je cilj vsake gospodarske družbe, tudi banke. Strokovnjaki so izračunali, da nadomestitev vsakega komitenta, ki je zapustil banko, stane petkrat več, kot zadržati starega komitenta. Zato banke vse napore vlagajo v kvalitetno servisiranje komitentov ob dejstvu, da so stranke za višjo raven servisa in odličnost v odnosu do njih pripravljene plačati višjo ceno. Zahteve bančnih komitentov so vedno bolj obsežne in stroge, zato postaja ponudba vse bolj prilagodljiva. Le z maksimalno prilagodljivostjo in prijaznostjo do komitentov bo lahko banka ohranjala svoj portfelj, seveda ob predpostavki, da ima konkurenčne cene za svoje storitve. Če se komitent odloči banko zamenjati, je Združenje bank Slovenije pripravilo Pravila in postopke za zamenjavo banke, ki so enotna ne glede na razlog zamenjave banke. Zvestoba komitenta banki pomeni zaupanje v banko in predstavlja jamstvo za nadaljevanje odnosa med njim in banko. Banka lahko to doseže le z izboljšanjem dejavnikov, ki so za komitenta pomembni. Te dejavnike banke preverjajo individualno z anonimnimi anketami, kjer preverjajo svoje prednosti, pomanjkljivosti in priložnosti za izboljšave z namenom povečanja zadovoljstva komitentov. Zadovoljstvo pomeni skupek dejavnikov, ki vplivajo na posameznika, največji vpliv pa imata kakovost storitev in cena. Kljub dejstvu, da je zadovoljstvo zelo težko izmerljivo, raziskave potrjujejo, da so zadovoljne stranke bolj zveste banki in uporabljajo več ponujenih storitev ter tako prispevajo k uspešnosti poslovanja banke. Komitenti, ki zamenjajo banko, so po zamenjavi običajno zadovoljni, ne moremo pa trditi, da so z zamenjavo zelo zadovoljni, saj popolno zadovoljstvo obstaja le redko. Vse je odvisno od komitentovega osebnega doživljanja zadovoljstva ter predvsem od tega, ali so pričakovanja ob zamenjavi banke realno postavljena. Nowadays, when the economic situation is extremely difficult, banks are in a particularly difficult situation. The market is dominated by technological development, globalization of the world and increasing competition, which is often unfair. Banks are struggling for their customers and want to inspire them with confidence and satisfaction with the quality of their services, which also means long-term loyalty. Only on the basis of loyal customers profit is created, which is the goal of any company, including banks. Experts have calculated that the replacement of each customer, who left the bank, costs five times more than keeping an old customer. Therefore, banks make every effort to invest in high-quality customer service along with the fact that the customers are willing to pay a higher price for a higher level of service and excellence in relation to them. Requirements of customers are becoming increasingly extensive and rigorous, so the offer is becoming increasingly flexible. Only with maximum flexibility and friendliness to customers is the bank able to maintain it's portfolio, assuming of course that it has competitive prices for their services. If the customer decides to change the bank, the Bank Association of Slovenia prepared rules and procedures for replacement of banks that are uniform irrespective of the reason for the replacement of the bank. Customer's loyalty to the bank represents their confidence in the bank and constitutes a guarantee for the continuation of the relationship between him and the bank. The bank can only achieve this by improving factors that are important to the customer. These factors are individually checked by banks in anonymous surveys, which test their strengths, weaknesses and opportunities for improvements in order to increase customer satisfaction. Satisfaction is a combination of factors that affect the individual, but quality of service and price have the biggest impact. Despite the fact that satisfaction is very difficult to measure, studies have shown that satisfied customers are more loyal to the bank and use more services offered, and thus contribute to the success of the bank. Customers who change the bank, are usually more satisfied, but we cannot claim that they are fully satisified, because complete satisfaction is rare. It all depends on the customer's personal experience of satisfaction, and in particular on whether the expectations of the replacement of the bank are realistic.

Predmet diplomske naloge je prikazati dejavnike, ki vplivajo na zadovoljstvo kupcev v podjetju Mlinar S d. o. o. (v nadaljevanju Mlinar). Predstavljamo potrebne poslovne strategije in organiziranost podjetja za izpolnitev pričakovanj in zahtev za zadovoljitev kupcev. Namen diplomske naloge je preučiti stopnjo zadovoljstva kupcev v podjetju Mlinar oz. v Mlinarjevih pekarnah v Ljubljani. Za raziskavo v podjetju Mlinar smo se odločili, ker je Mlinar mlado uspešno podjetje v Sloveniji in ker se zavedamo, da je kupec pomemben kapital podjetja. Zadovoljen kupec je namreč zagotovitev za uspešno poslovanje v prihodnosti. Podjetje Mlinar, njihovo poslanstvo, vizijo in strategijo za dosego zastavljenih ciljev smo na kratko predstavili na začetku diplomskega dela. Diplomsko delo je razdeljeno na teoretični in raziskovalni del. V prvem delu smo predstavili marketinško strategijo ciljnega trženja, ki je osnova za čimbolj uspešno zadovoljitev kupcev na trgu dandanes. Opredelili smo pojme kupec, pričakovanje, zadovoljstvo in zvestoba. Navedli smo glavne dejavnike zadovoljstva in pojasnili povezavo med pričakovanji, zvestobo in zadovoljstvom kupcev. Obrazložili smo prodajno okolje in zakaj je le-to eden pomembnih dejavnikov zadovoljstva. V raziskovalnem delu diplomske naloge smo navedli namen in cilj raziskave. S pomočjo ankete, ki je podrobno opisana v šestem poglavju, smo ugotovili stopnjo zadovoljstva kupcev v podjetju Mlinar v Ljubljani. Z raziskavo smo ponazorili zadovoljstvo kupcev glede asortimenta pekovskih izdelkov, cen in strokovno usposobljenostjo prodajnega osebja. The subject of the thesis is to show the factors that affect customer satisfaction in the company Mlinar S d. o. o. (in continuation Mlinar). We introduce the necessary business strategy and organization of the company to fulfil the expectations and requirements to satisfy customers. The purpose of this thesis is to examine the level of customer satisfaction in the company Mlinar or. the Mlinar's bakeries in Ljubljana. For investigation in the company Mlinar, we decided, because the Mlinar is young successful company in Slovenia and because we are aware that the customer is an important capital of the company. A satisfied customer is an ensure for a successful business in the future. The Mlinar company, it's mission, vision and strategy to achieve the goals we have briefly introduced at the beginning of the thesis. The thesis is divided into theoretical and research works. In the first part we present marketing strategy of targeted marketing, which is the basis for the most successfully satisfaction of the customers in the market today. We defined the concepts of customer, prospect, customer satisfaction and loyalty. We have listed the main factors of satisfaction and clarify the link between the expectations, loyalty and customer satisfaction. We explain the sales environment and the reason why it is one of the important factors of satisfaction. In the research part of the thesis we stated purpose and objective research. Through the survey, which is described in detail in chapter six, we found the level of customer satisfaction in the company Mlinar in Ljubljana. With this research we illustrate customer satisfaction regarding the assortment of bakery products, prices and professional competence of the sales staff.

Image has become one of the most important factors of stores’ survival and development. In this paper, a model of relationships among the multidimensional variables of store image, positive affect, satisfaction with the store, trust and commitment to the store is formed and tested with a sample of 209 customers in three stores in the Pomurje region of Slovenia. The important conclusion of the research is that several interrelations among store image, positive affect, satisfaction, trust and store commitment exist. The results also show significant gender differences in perceptions of store image. These results provide several important insights for managing supermarkets in the Slovenian market and are also important for future research.

Zaupanje komitentov v poslovanje bank je pojem, o katerem se trenutno dosti govori. Nahajamo se v finančni krizi, kjer je zaupanje toliko bolj pomembno. Zato smo se odločili za diplomski seminar, katerega namen je bil spoznati mnenje komitentov o zaupanju v poslovanje z banko in ali se je njihovo mnenje v času finančne krize spremenilo. Opredelili smo banko in njene značilnosti. Najbolj smo se osredotočili na pojem zaupanje in njegov vpliv na poslovanje z banko. Ugotovili smo, da je zaupanje zelo pomembno pri poslovanju z banko ter da je od tega odvisno, ali bo komitent še naprej uporabljal bančne storitve izbrane banke ali pa jo bo zamenjal. Vsaka pozitivna izkušnja z banko pomeni dober temelj za nadaljnje posle in povečuje možnost uspešnega in dolgotrajnega sodelovanja. Komitenti, ki bodo zaupali v poslovanje bank, bodo tako zadovoljni in ostali zvesti izbrani banki. V diplomskem seminarju podajamo ugotovitve, ki smo jih pridobili z raziskovanjem. Ugotovljeno je bilo, da zaupanje v banke še obstaja, ampak se zmanjšuje. Komitenti od bank pričakujejo enakovreden in pošten odnos do vseh in pri vsakem poslu. Povzamemo lahko, da kljub vsemu obstaja zaupanje v poslovanje bank in če bodo banke uspele ohraniti to zaupanje, se bodo lahko gradili nadaljnji odnosi vzpostavljeni na temelju zaupanja. The principals’ trust in the bank’s performance is a concept, which is very popular at the moment. We are in the middle of a financial crisis, where trust is even more important. That is why we have decided to prepare a diploma seminar, with a goal of identifying the principals’ opinions about their trust in conducting business with the bank and, if their opinion has changed in the times of crisis. We have defined the concept of bank and its properties. The main focus was the concept of trust and its impact on conducting business with the bank. We have realized that the trust is very important in conducting business with the bank and influences the principal to either use bank’s services further on or to change the bank. Every positive experience with the bank means a good foundation for further business and increases the possibility of a successful and long-term cooperation. Principals, who trust in bank’s performance, will be pleased and remain loyal to their bank. Findings in the diploma seminar are a result of research. We established that people still trust the banks, but this is decreasing. Bank’s principals expect an equal and honest relationship toward everyone and in every transaction. We can conclude that despite the situation, that people still trust bank’s performance and, if banks can manage to keep that trust, they will be able to build further relationships, based on the foundation of trust.