Vzajemno prilagajanje vedenja potrošnikov in podjetij v digitalnem okolju

Horvat, Iris (author), Kline, Mihael (mentor)

Digitalne tehnologije so prinesle pomembne in neprimerljive spremembe v številnih vidikih našega življenja. Spreminjajo tudi marketinško okolje – in prav vedenje potrošnikov je tista ključna sprememba, s katero se soočajo podjetja. Odnosi med podjetji in potrošniki so postali bolj kompleksni. Razlog za to je digitalna medsebojna povezanost, ki zmanjšuje asimetrijo informacij med podjetji in potrošniki. Z digitalnimi tehnologijami se je pojavil nov komunikacijski model, kjer vsi komunicirajo z vsemi. Tako so mnenja in izkušnje drugih potrošnikov postala merilo za kakovost izdelkov in storitev. Potrošniki so pridobili in začeli uporabljati svojo moč. Pojavil se je nov tip potrošnikov, ki imajo drugačne želje in postavljajo drugačne zahteve kot potrošniki, ki smo jih poznali prej. Cilj magistrskega dela je poglobiti razumevanje interakcij med potrošniki in podjetji, saj lahko podjetja le tako ustvarijo vrednost tako za potrošnike kot tudi zase. Celovito razumevanje potrošnika pa ni potrebno samo v marketinškem oddelku, temveč v celotnem podjetju, saj se lahko le tako zadovolji zahteve po odličnosti poslovanja.

• Language: Slovenian
• Keywords: vedenje potrošnikov, digitalne tehnologije, digitalna transformacija, elektronsko komuniciranje od ust do ust
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-103575
• COBISS.SI-ID: 35820381
• Publication date in RUL: 20.09.2018

HORVAT, Iris, 2018, Vzajemno prilagajanje vedenja potrošnikov in podjetij v digitalnem okolju [online]. Master’s thesis. [Accessed 24 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=103575

Secondary language

• Language: English
• Title: Mutual adaptation of the consumers' and companies' behavior in the digital environment

Abstract

Digital technologies have brought important and incomparable changes in many aspects of our lives. They are also changing the marketing environment - and the consumer behavior is the key change that companies are facing. Relationships between companies and consumers have become more complex. The reason for this is the digital interconnection that reduces the asymmetry of information between companies and consumers. With digital technologies, a new communication model has emerged where everyone is communicating with everyone. Consumers gained and began to use their power. A new type of consumers has emerged with different preferences and different demands than those of the consumers we previously knew. Thus, the opinions and experiences of other consumers have become a benchmark for the quality of products and services. The aim of the master's thesis is to deepen the understanding of interactions between consumers and companies since this is the only way for companies to create value for both consumers and themselves. A comprehensive understanding of the consumer is not only necessary in the marketing department, but in the company as a whole, as this is the only way to meet requirements for business success.

• Keywords: consumer behavior, digital technology, digital transformation, electronic word of mouth