20.500.12556/RUL-170400 Odnos starostnih skupin potrošnikov do programov zvestobe magistrsko delo Customers’ age groups’ attitude towards loyalty programs Namen naloge je bil bolje razumeti odnos posameznika do programov zvestobe skozi prizmo segmenta starostnih skupin in otrok posameznikov, če jih le-ti imajo. Povezati že obstoječo teorijo na to temo in ugotovitve drugih avtorjev podkrepiti oz. razširiti z ugotovitvami glede odnosa kupcev v slovenskem prostoru do programov zvestobe in tovrstnih shem. Čeprav sem v literaturi našla nekaj posameznih raziskav, ki so kazale tendenco bistvenih razlik pri odnosu posameznikov do programov zvestobe glede na starostne skupine, pa tega v svoji raziskavi nisem mogla potrditi. Res je, da je pri določenih skupinah prihajalo do razlik, vendar v splošnem, bistvenih razlik v odnosu posameznikov glede programov zvestobe nisem mogla potrditi. Po eni strani presenetljivo, po drugi pa razumljivo, saj so ključne značilnosti programov zvestobe – prihranek, raziskovanje, zabava, prepoznavnost in družba – enako pomembne ali nepomembne skoraj vsem starostnim skupinam. V prihodnje svetujem tudi drugim raziskovalcem, da se morda poleg starostnih skupin osredotočijo še na spol posameznika. V tem primeru pa verjamem, da bi znale obstajati ključne razlike med posameznimi skupinami, vendar je vse še treba preveriti. The purpose of this master's thesis was to better understand the relationship of an individual to loyalty programs through the lens of an age group segment and the presence of children, if the individuals have them. To connect the already existing theory on this topic and to support or expand the findings of other authors with insights into the attitude of customers in the Slovenian area towards loyalty programs and such schemes. Although some individual studies in the literature showed a tendency for significant differences in the attitude of individuals towards loyalty programs according to the age groups in which they are located, this could not be confirmed in the present research. It is true that differences have been observed in certain groups, but in general, significant differences in the attitudes of individuals towards loyalty programs have not been confirmed. On the one hand, surprising, and on the other hand, understandable – since the key features of loyalty programs – savings, exploration, entertainment, visibility, and companionship – are equally important or irrelevant to almost all age groups. In the future, it is advisable for other researchers to perhaps focus on an individual's gender (or other parameter) in addition to age groups. In this case, however, key differences between the individual groups are likely, but everything still needs to be verified. program zvestobe odnos do programov zvestobe denar nazaj trženjska strategija kartice zvestobe loyalty programs attitude towards loyalty programs cashback marketing strategy loyalty cards true true false E. E. Robas Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-04 11:04:34 2025-07-04 11:04:37 2025-08-04 09:47:04 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (80 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1(043.2) 175598 244698627 19917.pdf 19917.pdf 1 55B72C6453F35CCAF5A160AB736E72FD 7ab9fd6050488d6d16de4515fd9cb96449988967d7ed91d2aabf6d7c730f9672 01cdd5f7-58b4-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212398 Fakulteta za družbene vede 0 0 0