Zadržavanje lojalnosti korisnika u mobilnoj telefoniji kroz marketinške aktivnosti operatora u Republici Hrvatskoj

master's thesis

• Title (english): Customer loyalty retention in mobile telephony through marketing activities of operators in Croatia
• Author: Ante Orlović
• Mentor: Marinko Jurčević (mentor)
• Committee member: Dragan Peraković (predsjednik povjerenstva)
• Committee member: Ivan Grgurević (član povjerenstva)
• Committee member: Štefica Mrvelj (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: 2015-07-07, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

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.

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.

• Keywords: zadržavanje lojalnosti korisnika; mobilna telefonija; marketinške aktivnosti; program lojalnosti
• Keywords (english): customer loyalty retention; mobile telephony; marketing activities; loyalty program
• Language: croatian
• URN:NBN: urn:nbn:hr:119:517060
• 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: 2015-10-16 10:19:27