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Vpliv storitvenega okolja na oblikovanje uporabniške izkušnje : diplomsko delo
ID Bertoncelj, Nina (Author), ID Golob, Urša (Mentor) More about this mentor... This link opens in a new window

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Abstract
Na področju storitvenega marketinga je pomembno, da storitvene znamke v očeh uporabnikov ustvarjajo prednosti in dodano vrednost, ki jih diferencira od konkurenčnih ponudnikov. Potrebe in želje uporabnikov se hitro spreminjajo, sodobni uporabniki pa so danes ves čas v iskanju unikatnih in nepozabnih storitvenih izkušenj. Ponudniki storitev takšne potrebe in želje lahko zadovoljijo oziroma uresničijo tudi s pomočjo strateškega oblikovanja fizičnega okolja storitvene znamke. Cilj diplomskega dela je bil raziskovanje odnosa sodobnih uporabnikov do fizičnega okolja storitvene znamke v povezavi z oblikovanjem pozitivne uporabniške izkušnje. Vprašanja raziskave smo zastavili s pomočjo prilagojenega konceptualnega modela servicescape, ki opredeljuje različne dimenzije storitvenega okolja, podatke za raziskavo pa smo pridobili s pomočjo kvalitativnega merjenja. Opravili smo osem poglobljenih intervjujev, kjer smo želeli pridobiti odnos in percepcijo intervjuvanih uporabnikov do storitvenega okolja ljubljanskega bistroja Kucha ter vpogled v oblikovanje njihove uporabniške izkušnje. V zaključnem delu diplomskega dela smo predstavili ugotovitve, ki izpostavljajo pozitiven učinek različnih elementov storitvenega prostora na uporabnikovo zadovoljstvo in pozitivno percepcijo storitvene znamke. Uporabniška izkušnja je bila pri večini intervjuvanih uporabnikov ocenjena pozitivno. Kljub pozitivni naklonjenosti ambientu Kuche, ki ga med drugimi soustvarjajo odprt svetel prostor, različni predmeti in unikatno pohištvo, se je pri raziskavi izpostavila ocena ambienta kot pomemben dejavnik pri (so)oblikovanju uporabniške izkušnje, vendar pa mu intervjuvanci niso pripisovali največje teže pri ocenjevanju uporabniške izkušnje.

Language:Slovenian
Keywords:Storitvena znamka, servicescape, storitveno okolje, uporabniška izkušnja.
Work type:Bachelor thesis/paper
Typology:2.11 - Undergraduate Thesis
Organization:FDV - Faculty of Social Sciences
Place of publishing:Ljubljana
Publisher:[N. Bertoncelj]
Year:2020
Number of pages:100 str.
PID:20.500.12556/RUL-117277 This link opens in a new window
UDC:339.138(043.2)
COBISS.SI-ID:22275587 This link opens in a new window
Publication date in RUL:04.07.2020
Views:1711
Downloads:220
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Secondary language

Language:English
Title:The influence of servicescape on the user experience
Abstract:
When exploring the field of service marketing it is necessary to acknowledge how important it is for a service brand to create advantage and added value to its process in order to differentiate from competitive service providers. User needs and wishes are rapidly changing, while modern users are constantly seeking unique and unforgettable service experiences. Service providers may meet changing needs and wishes through strategic design of a service environment or servicescape. The main objective of this thesis was therefore to explore the relationship of modern users towards the servicescape of a service brand, with relation to positive user experience. The research questions had been set with help of adapted servicescape model, and the data were collected with qualitative research method. We conducted eight in-depth interviews, where we wished to acquire interviewees’ relationship and perception of Kucha’s servicescape, which is a vegan restaurant in Ljubljana, and furthermore to gain an insight of their user experience. The final part includes findings, which highlights the positive effect of different servicescape elements on user satisfaction and positive perception of the service brand. The findings present that most interviewees evaluated their user experience as positive, however their positive affection towards Kucha’s ambience, which includes open, bright space, different decor and unique furniture, was connected with evaluation of the service environment as important to relation of user experience, yet not the most influential when evaluating user experience as a whole.

Keywords:Service brand, servicescape, service environment, user experience.

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