Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika

master's thesis

• Title (english): Influence of Marketing Activities on Selection of Telecommunication Operator by End Users
• Author: Vedran Dubravac
• Mentor: Marinko Jurčević (mentor)
• Committee member: Dragan Peraković (predsjednik povjerenstva)
• Committee member: Ivan Forenbacher (član povjerenstva)
• Committee member: Marko Periša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Independent chairs); (Chair of Transport Law and economics); Zagreb
• Defense date and country: 2018-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

Abstract

Tržište telekomunikacija bilježi izuzetan napredak i jedno je od .najvećih i najbrže rastućih grana gospodarstva u Republici Hrvatskoj u posljednjih desetak godina. Veliku ulogu u pristupu krajnjim korisnicima ima marketing operatora, kojem cilj djelovati na krajnje korisnike i potaknuti. ih na kupnju ili odabir određenih usluga i proizvoda. U cilju što boljeg shvaćanja marketinga usluga i njegove primjene formuliran je koncept marketinškog miksa usluga koji podrazumijeva odgovarajuću kombinaciju instrumenata marketinga. Zbog specifičnosti usluga u koncept marketinškog miksa usluga se, osim četiri glavne komponente: proizvod, cijena, distribucija i promocija dodaju i dodatni elementi kao što su ljudi, procesi i fizičko okruženje, što ujedno proširuje standardni 4P model na model 7P. U svrhu provjere utjecaja marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika u pokretnoj mreži u Republici Hrvatskoj, provedeno je anketno istraživanje. Dobiveni rezultati daju informaciju koje marketinške aktivnosti najviše utječu na odabir krajnjih korisnika te te koji od specifičnih elemenata marketinškog .miksa, prema subjektivnoj procjeni korisnika, ima dodatni utjecaj na izbor teleoperatora, odnosno zadovoljenje njihovih želja potreba. Također, rezultati nude smjernice za daljnji razvoj marketinške aktivnosti telekomunikacijskih operatora.

Abstract (english)

The telecommunications market has made remarkable progress and is. one of the largest and fastest growing branches of the Croatian economy in the last ten years. A major i role in access to end-users has a marketing operator whose goal. is to act upon end users and encourage them to purchase or select certain services and products. In order to better understand the. marketing of services and their applications, the concept of a marketing mix of services, which implies an appropriate combination of marketing instruments, is formulated. Due to the specificity of services in the concept of marketing mix services, besides the four main components:. product, price; distribution and promotion, additional elements such as people, processes and physical environment are added, which also extends the standard 4P model to the 7P model. A survey was conducted to. check the impact of marketing activities on the selection of telecommunications operator for mobile end users in Croatia, The results obtained will point the most important marketing activities of a particular telecommunications operator towards users, and information wich specific elements of the marketing mix, according to the subjective assessment of the user, has an additional influence on the. choice. of the telecom operator, aswell as meeting their wishes and needs. The obtained data offer guidelines for further development of telecommunications operators' marketing activities.

• Keywords: telekomunikacijske usluge; teleoperator; pokretna meža; marketing; marketinški miks usluga
• Keywords (english): telecommunication services; teleoperator; mobile network; marketing; marketing mix of services
• Language: croatian
• URN:NBN: urn:nbn:hr:119:142582
• Study programme: Title: Traffic and Transport; specializations in: Road Traffic and Transport, Railway Traffic and Transport, Water Traffic and Transport, Air Traffic and Transport, Postal Traffic, Information and Communication Traffic, Urban Traffic and Transport; Course: Information and Communication Traffic; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka prometa (magistar/magistra inženjer/inženjerka prometa)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-01-10 17:58:27