master's thesis
Customer loyalty retention in mobile telephony through marketing activities of operators in Croatia

Ante Orlović (2015)
Sveučilište u Zagrebu
Fakultet prometnih znanosti
Samostalne katedre
Katedra za pravo i ekonomiku prometa
Metadata
TitleZadržavanje lojalnosti korisnika u mobilnoj telefoniji kroz marketinške aktivnosti operatora u Republici Hrvatskoj
AuthorAnte Orlović
Mentor(s)Marinko Jurčević (thesis advisor)
Abstract
Telekomunikacijsko tržište mobilne telefonije u Republici Hrvatskoj je liberalizirano i na njemu djeluju tri operatora mobilne telefonije. Korisnici više nisu vezani samo za jednog operatora, tako da oni biraju koje je za njih najbolje i najpovoljnije rješenje. Svake godine određeni broj korisnika pređe iz jedne mreže u druug. Kako preveliki broj korisnika ne bi otišao iz jedne mreže, operatori se koriste programima vjernosti kojima nagrađuju vjerne korisnike. Na taj način oni potiču korisnike na ostanak u njihovoj mreži kroz posebne ponude, skupljanje bodova ili razne druge pogodnosti. S druge strane operatori se služe različitim marketinškim aktivnostima kako bi privukli korisnike iz drugih mreža. Tu se posebno izdvajaju promocije u kojima korisnici ostvaruju popust na kupovinu uređaja i povoljnije pretplatničke tarife za prijenos broja ili prelazak iz jedne mreže u drugu.
Keywordscustomer loyalty retention mobile telephony marketing activities loyalty program
Parallel title (English)Customer loyalty retention in mobile telephony through marketing activities of operators in Croatia
Committee MembersMarinko Jurčević
Dragan Peraković
Ivan Grgurević
Štefica Mrvelj
GranterSveučilište u Zagrebu
Fakultet prometnih znanosti
Lower level organizational unitsSamostalne katedre
Katedra za pravo i ekonomiku prometa
PlaceZagreb
StateCroatia
Scientific field, discipline, subdisciplineTECHNICAL SCIENCES
Traffic and Transport Technology
Postal and Telecommunications Traffic
Study programme typeuniversity
Study levelgraduate
Study programmeRoad Transport, Railway Transport, Water Transport, Air Transport, Postal Transport, Information and Communications Traffic, Urban Transport
Academic title abbreviationmag. ing. traff.
Genremaster's thesis
Language Croatian
Defense date2015-07-07
Parallel abstract (English)
Today telecommunication market in Croatia is liberalized and there are three telecom operators working at the moment. Users are no longer tied to only one operator so they can choose what is the best and cheapest solution for them. Every year users are switching from one network to another. In order to maintain stability, telecom operators are using loyalty programs. Thus they are encouraging users to remain loyal with special offers, points collection and many other benefits. On the other hand telecom operators are using marketing activities to attract users from other networks. They are mostly using promotions for mobile number portability in which the users are receiving benefits for switching from one network to another. This benefits include: special discount on the purchase of mobile phone and cheaper price plans.
Parallel keywords (Croatian)zadržavanje lojalnosti korisnika mobilna telefonija marketinške aktivnosti program lojalnosti
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:119:517060
CommitterMojca Brenko-Puzak