20.500.12556/RUL-182249 Hvaležnost porabnikov v povezavi z družbeno odgovornostjo podjetij doktorska disertacija Consumer gratitude in connection with corporate social responsibility Porabniki v sodobnem svetu vedno bolj cenijo tista podjetja, ki aktivno izvajajo družbeno odgovorne aktivnosti in so usmerjena k trajnostnemu razvoju, ki prinaša dobrobit tako podjetju kot tudi celotni družbi. Pri tem porabniki odnos z različnimi podjetji ovrednotijo na podlagi zaznave ekvivalentnosti njihovega odnosa, ki temelji na spoštljivem in poštenem menjalnem procesu. Da bi ohranili in okrepili dolgoročno partnerstvo z zaupanja vrednim podjetjem, so porabniki pripravljeni vložiti več truda in posvetiti več časa aktivnemu sodelovanju s temi podjetji. Ker predstavlja hvaležnost eno od pomembnih emocij, ki zaradi svoje moralne komponente in prosocialne narave spodbuja porabnike, da nagradijo podjetja za njihovo dobro sodelovanje, je namen doktorske disertacije preučiti pomen in pojasniti vlogo hvaležnosti porabnikov v kontekstu družbeno odgovornih podjetij. V ta namen smo v doktorski disertaciji posebno pozornost namenili pregledu literature in preučitvi koncepta hvaležnosti znotraj družbene menjave, s posebnim poudarkom na raziskanje dejavnikov in posledic, ki se pojavijo z izkazovanjem hvaležnosti v poslovnem kontekstu. Predpostavljene vplive smo empirično raziskali s kombinacijo kvalitativne in kvantitativne metode. Ker je koncept hvaležnosti v marketinški literaturi le redko raziskan in še nima poenotenega lastnega merskega instrumenta, smo s pomočjo fokusnih skupin sprva raziskali, kako slovenski porabniki razumejo ta koncept, nato pa na podlagi dobljenih rezultatov oblikovali merski instrument. V naslednji fazi smo predpostavljene vplive med koncepti preverili s pomočjo izvedbe dveh anketnih vprašalnikov na skupno 470 respondentih. Iz analize podatkov smo ugotovili, da zaznava aktivnosti družbeno odgovornih podjetij in zaznava ekvivalentnosti odnosa vplivata na nastanek hvaležnih porabnikov. Rezultati prav tako kažejo, da hvaležnost deluje kot motivacijski element, ki spodbuja zaupanje in afektivno zavezanost porabnikov ter motivira porabnike, da izrazijo svoja mnenja. Disertacija pomembno prispeva k razumevanju koncepta hvaležnih porabnikov znotraj marketinške stroke in ponuja napotke za prakso, ki lahko služijo kot osnova za spodbujanje in krepitev odnosov med podjetji in njihovimi porabniki. In the modern world, consumers increasingly value companies that actively carry out socially responsible activities and are oriented towards sustainable development that brings benefits to both the company and the entire society. In this regard, consumers evaluate their relationship with different companies based on the perception of the equivalence of their relationship, which is based on a respectful and fair exchange process. In order to maintain and strengthen long-term partnerships with trustworthy companies, consumers are willing to invest more effort and devote more time to active cooperation with these companies. Since gratitude is one of the important emotions that, due to its moral component and prosocial nature, encourages consumers to reward companies for their good cooperation, the purpose of the doctoral dissertation is to examine the meaning and explain the role of consumer gratitude in the context of socially responsible companies. To this end, in the doctoral dissertation, we paid special attention to the literature review and the examination of the concept of gratitude within the social exchange, with a special emphasis on researching the factors and consequences that arise from showing gratitude in a business context. We empirically investigated the hypothesized influences using a combination of qualitative and quantitative methods. Since the concept of gratitude is rarely researched in the marketing literature and does not yet have its own unified measurement instrument, we initially investigated how Slovenian consumers understand this concept using focus groups, and then designed a measurement instrument based on the results obtained. In the next phase, we verified the hypothesized influences between the concepts by aconducting two survey questionnaires to a total of 470 respondents. From the data analysis, we found that the perception of the activities of socially responsible companies and the perception of relationship equivalence influence the emergence of grateful consumers. The results also show that gratitude acts as a motivational element that promotes trust and affective commitment of consumers and motivates consumers to express their opinions. The dissertation significantly contributes to the understanding of the concept of grateful consumers within the marketing profession and offers practical guidelines that can serve as a basis for promoting and strengthening relationships between companies and their consumers. hvaležni porabniki družbeno odgovorna podjetja ekvivalentnost menjave zaupanje porabnikov afektivna zavezanost porabnikov govorice porabnikov consumer gratitude corporate social responsibility exchange equivalence consumer trust consumer affective commitment word of mouth true true false E. Benčec Slovenski jezik Angleški jezik Doktorsko delo/naloga 2026-05-05 11:12:29 2026-05-05 11:12:45 2026-05-06 14:05:50 0000-00-00 00:00:00 2026 0 Ljubljana 0 Ljubljana 230 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:005.35(043.3) 194240 277256707 27674.pdf 27674.pdf 1 8759C2C97CF4A0DA32D7A516EFC936F9 514d819ab21e6a5d0dc9d7f222dc25a546a01fe05c4806851653a34f94a5dbed 4b72f58b-4862-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=233338 Fakulteta za družbene vede 0 0 0