Implementacija komunikacijskog koncepta Omnichannel u elektroničkom poslovanju

master's thesis

• Title (english): Implementation of the OmniChannel Communication in Electronic Business
• Author: Anica Kordić
• Mentor: Ivan Cvitić (mentor)
• Committee member: Dragan Peraković (predsjednik povjerenstva)
• Committee member: Marko Periša (član povjerenstva)
• Committee member: Ivan Grgurević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Division of Transport); (Department of Information and Communications Traffic); Zagreb
• Defense date and country: 2023-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

Abstract

Ovaj diplomski rad istražuje implementaciju komunikacijskog koncepta Omnichannel u okviru elektroničkog poslovanja, s posebnim naglaskom na primjeru kompanije VELUX. Omnichannel pristup podrazumijeva pružanje podrške kupcima u vezi s proizvodima i uslugama putem raznih kanala, platformi i uređaja. Rad analizira strategiju kompanije VELUX usmjerenu prema krajnjim korisnicima i planove za usvajanje Omnichannela do 2030. godine. Projekt Omnichannel uključuje razvoj naprednijeg kontakt centra i integraciju različitih kanala komunikacije (digitalni, komunikacijski kanali, komunikacija licem u lice i pisana komunikacija). Također se istražuje tehnologija interaktivnog glasovnog odgovora (eng. Interactive Voice Response – IVR) za olakšavanje identifikacije te pohranjivanja korisnika. Kroz analizu dosadašnjih istraživanja, rad potvrđuje važnost inovacija za poslovni uspjeh i prilagođavanje digitalnoj revoluciji. Prikazane su relevantne literature kao što su Cordon, Garcia-Milà, Ferreiro Vilarino i Caballero, te Cao, koje se bave različitim aspektima Omnichannela i njegovom evolucijom. Očekivani rezultati istraživanja uključuju analizu novih komponenata sustava nakon implementacije Omnichannela, kao i predložena rješenja za unaprjeđenje sustava korisničke podrške, poslovanja i komunikacije s korisnicima.

Abstract (english)

This thesis explores the implementation of the Omnichannel communication concept within the framework of electronic commerce, with a special emphasis on the example of the company VELUX. The Omnichannel approach involves providing support to customers related to products and services through various channels, platforms, and devices. The thesis analyzes VELUX's customer-focused strategy and plans for adopting Omnichannel by 2030. The Omnichannel project includes the development of a more advanced contact center and the integration of various communication channels (digital, communication channels, face-to-face communication, and written communication). It also explores Interactive Voice Response (IVR) technology to facilitate user identification and storage. Through the analysis of previous research, the thesis confirms the importance of innovation for business success and adaptation to the digital revolution. Relevant literature such as Cordon, Garcia-Milà, Ferreiro Vilarino, Caballero, and Cao, which deal with various aspects of Omnichannel and its evolution, is presented. The expected research results include an analysis of new system components after the implementation of Omnichannel, as well as proposed solutions for improving customer support, business operations, and customer communication.

• Keywords: Omnichannel; komunikacijski kanali; elektroničko poslovanje; implementacija
• Keywords (english): Omnichannel; communication channels; electronic business; implementation
• Language: croatian
• URN:NBN: urn:nbn:hr:119:750698
• 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: Road Traffic and Transport; 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: 2023-10-03 13:29:20