Title Kano model u mjerenju zadovoljstva potrošača Title (english) KANO MODEL IN MEASURING CUSTOMER SATISFACTION Author Ivana Đukić Mentor Marija Dragičević (mentor)Committee member Marija Martinović (predsjednik povjerenstva)Committee member Katija Vojvodić (član povjerenstva)Granter University of Dubrovnik Defense date and country 2016-09-13, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Cilj ovog diplomskog rada je naglašavanje važnosti mjerenja zadovoljstva potrošača te upravljanja kvalitetom. U suvremenim uvjetima poslovanja organizacije te nuditelji usluga se svakodnevno susreću sa nemilosrdnim rastom konkurencije, stoga je u borbi za potrošače mjerenje zadovoljstva i upravljanje kvalitetom postala neminovnost. Jedan od modela mjerenja zadovoljstva potrošača je i Kano model, koji je teorijski opisan u ovome radu, te korišten u provedenom istraživanju.
Na uzorku od 100 ispitanika, korisnika privatnog smještaja, provedeno je istraživanje o zahtjevima koje turisti postavljaju pred pružaocima usluga, odnosno iznajmljivačima kroz 3 različite dimenzije Kanovog modela kvalitete. Ciljna skupina u provedenom istraživanju su bili domaći i strani gosti, a koristio se slučajan uzorak. Vremenski obuhvat istraživanja su bili ljetni mjeseci 2016. godine, te su svi upitnici bili valjani, a metoda kojom se istraživanje provodilo je osobni intervju. Kao instrument istraživanja koristio se anketni upitnik, koji je sastavljen prema Kano obilježjima, sadržavajući 14 pitanja koji su se sastojali od funkcionalnog te disfunkcionalnog dijela. Nakon prikupljanja svih podataka, odnosno popunjavanja svih anketnih upitnika, odgovori ispitanika su evaluirani kroz Kano tablicu ocjenjivanja.
Rezultati istraživanja pokazali su da su osnovni zahtjevi, odnosno neizrečene karakteristike – pretpostavljena kvaliteta, koje privatni iznajmljivači moraju zadovoljiti: pružanje posteljine i ručnika u apartmanu, da apartman sadrži klimatski uređaj, perilicu rublja te besplatan WiFi.
Glavni cilj istraživanja je bio otkriti atraktivne karakteristike , odnosno one karakteristike koje će izazvati oduševljenje kod gostiju, te na taj način maksimizirati njihovo zadovoljstvo. Rezultati istraživanja pokazuju da su atraktivne karakteristike apartmana: kuhalo za vodu ili aparat za kavu; gratis pakiranja šampona, kupke, papuča ili ogrtača; ponuda tradicionalnog pića dobrodošlice gostima prilikom dolaska; mogućnost organiziranja transferate mogućnost organiziranja izleta.
Abstract (english) The main goal of this master's disertation was to emphasize the importance of measuring customer satisfaction and quality management. In modern conditions of business, organizations and services are constantly confronted with the growth of competition. Therefore, in the struggle for consumers, satisfaction measurement and quality management have become a necessity. One of the models for customer satisfaction measurement is the Kano model, which is theoretically described in this paper, and used in research.
In a sample of 100 respondents, users of private accommodation, a survey was conducted about the tourists requirements, placed in front of the service providers or owners, through 3 different dimensions of Kano quality model. The target group in this research were both domestic and foreign tourists, and it was used a random sample. The research was conducted during the summer months of 2016, all questionnaires were valid, and a method was the personal interview. The survey instrument was a questionnaire, which was made according to the characteristics of Kano model, containing 14 questions, which were designed of functional and dysfunctional form. After collecting all the data, responses were evaluated through Kano evaluation table.
From the research results, the conclusion was that the Must be requirements, also called unspoken requirements – assumed quality,were that private owners must provide bed linen and towels in the apartment; that apartment includes air conditioning, a washing machine and free WiFi.
The main goal of the research was to discover the attractive features, and those features which will cause excitement among the guests, and maximize their satisfaction. The research results showed that the attractive features of apartmentsare: electric kettle or coffee machine; free packs of shampoo, bath, slippers and bathrobe; offer of traditional welcome drink to the guests upon their arrival; possibility of booking a transfer and possibility of booking excursions.
Keywords
Kano model
Zadovoljstvo potrošača
Kvaliteta
Kano karakteristike
Keywords (english)
Kano model
Customer satisfaction
Quality
Kano requirements
Language croatian URN:NBN urn:nbn:hr:155:781137 Study programme Title: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management Type of resource Text File origin Born digital Access conditions Closed access Terms of use Created on 2016-09-15 07:54:41
