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Vpliv vsekanalnega marketinga na stališča in nakupne namere potrošnikov : magistrsko delo
ID Kodrič, Miha (Author), ID Golob, Urša (Mentor) More about this mentor... This link opens in a new window

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Abstract
Sodobni potrošniki ob sprehajanju po svoji nakupovalni poti hkrati uporabljajo različne fizične in spletne marketinške kanale. Blagovne znamke so zato postavljene pred izziv, kako zagotoviti kar se da tekočo in celostno potrošniško izkušnjo. V zadnjih letih se jih vse več zateka k uporabi vsekanalnega marketinga, ki temelji na integraciji vseh uporabljenih kanalov v povezano celoto. Kljub temu da koncept v praksi že nekaj let živi in se razvija skupaj s sodobnimi tehnologijami, pa mu v literaturi še vedno ni namenjene posebne pozornosti. V svoji nalogi sem se zato osredotočil na pozitivne učinke, ki jih ima vključevanje vsekanalne potrošniške izkušnje na različne spremenljivke v procesu sprejemanja nakupnih odločitev. Glavni cilj je preveriti vpliv kakovosti vsekanalne integracije na vpletenost potrošnikov, zaznano vrednost za potrošnike, stališča potrošnikov in njihove nakupne namere v okviru zastavljenega raziskovalnega modela. Izsledki empiričnega raziskovanja z uporabo metode anketnega zbiranja podatkov kažejo, da so v 7 od 8 primerih spremenljivke med seboj povezane. Na podlagi izsledkov raziskave je mogoče zaključiti, da vpeljava vsekanalnega marketinga v delovanje blagovne znamke pozitivno vpliva na raven potrošniške izkušnje, kar privede do različnih pozitivnih učinkov v nakupovalnem procesu.

Language:Slovenian
Keywords:vsekanalni marketing, potrošniška izkušnja, stališča potrošnikov, nakupne namere potrošnikov
Work type:Master's thesis/paper (mb22)
Typology:2.09 - Master's Thesis
Organization:FDV - Faculty of Social Sciences
Year:2022
Publisher:[M. Kodrič]
Number of pages:71 str.
Place:Ljubljana
PID:20.500.12556/RUL-142798 This link opens in a new window
UDC:366:339.138(043.2)
COBISS.SI-ID:133348099 This link opens in a new window
Publication date in RUL:26.11.2022
Views:60
Downloads:20
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Secondary language

Language:English
Title:The impact of omnichannel marketing on brand attitude and purchase intentions
Abstract:
While navigating through the buying journey modern customers simultaneously use various offline and online marketing channels. Being able to offer a seamless customer experience is therefore a challenge for brands. The omnichannel marketing which is based on integration of all used channels into an entity has been used by a growing number of organisations over the recent years. Although this concept has been used and has been developing along with modern technologies for some years, almost no attention has been devoted to it in literature so far. In my thesis I focused on the positive effects omnichannel customer experience has on different variables in the consumer decision making process. The main aim is to check how the quality of omnichannel marketing is affecting brand involvement, customer perceived value, brand attitude and purchase intentions within the scope of the research model. Empirical research has been conducted with the method of a survey. Its findings reveal that variables are interconnected in 7 out of 8 examples. Based on the survey results it can be concluded that introducing omnichannel marketing to a brand activity can positively contribute to customer experience, which leads to various positive effects during the buying process.

Keywords:omnichannel marketing, customer experience, brand attitude, purchase intentions

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