Telekomunikacijsku industriju i njezine uvjete poslovanja na tržištu telekomunikacijskih usluga obilježava sve jača konkurentska borba mobilnih operatera. Kako bi mobilni operateri osigurali povoljan konkurentski položaj na tržištu, pokušavaju se diferencirati na brojne načine. Jedan od načina je diferencijacija proizvoda i usluga uz kvalitetu i konkurentsku cijenu. Povoljnim odnosom cijene i kvalitete mobilni operateri nastoje privući što veći broj korisnika, zadovoljiti njihove potrebe te na taj način osigurati lojalnost. U radu su istraživani čimbenici zadovoljstva korisnika usluga mobilnih operatera te utjecaj zadovoljstva na lojalnost. Ovaj diplomski rad donosi ključne teorijske spoznaje iz područja programa lojalnosti, definira njezin pojam, objašnjava tipove i programe, prednosti i nedostatke te vrste korisnika s obzirom na lojalnost. Također, opisana je situacija, ponude i trendovi u hrvatskoj telekomunikacijskoj industriji u svrhu boljeg korištenja marketinških strategija. Istraživačkim dijelom rada istražilo se i utvrdilo koliko mobilni operateri prilagođavaju svoje ponude (tarife, cijene i mobilne uređaje) svojim lojalnim potrošačima te na koji način i koliko često nagrađuju njihovu lojalnost. Također, spomenutim dijelom rada se istražilo koliko je korisnika zadovoljno pruženim uslugama mobilnog operatera te zašto su postali lojalni odabranom mobilnom operateru. Istražilo se i što sve utječe na svijest, povjerenje, lojalnost i dugotrajan odnos potrošača s odabranim mobilnim operaterom. Rezultati istraživanja pokazali su kako zadovoljstvo pruženim uslugama vodi ka lojalnim korisnicima, a kontinuirano nagrađivanje istih ima za posljedicu veću profitabilnost poslovanja.

Telecommunication industry and its business conditions on the telecommunication services market is lately marked by increased competitive rivalry of mobile network operators. In order for mobile network operators to ensure beneficial competitive position on the market, they try to differentiate themselves in numerous ways. One of the ways is product and service differentiation combined with quality and competitive price. With the beneficial price-quality ratio, mobile network operators attempt to attract as many customers as possible, to meet their needs and therefore, ensure loyalty. This paper describes factors of customer satisfaction of mobile network operators’ services users and the impact of satisfaction on loyalty. This paper also proposes key theoretical notions from the field of loyalty programme, defines its meaning, explains types and programmes, advantages and disadvantages and types of customers regarding loyalty. Furthermore, the paper describes current situation, supply and trends in the Croatian telecommunication industry for the purpose of more efficient use of marketing strategies. Research section of the paper shows how many of the mobile network operators adapt their services (tariffs, prices and devices) to their loyal customers and how often and in what way they reward their loyalty. Also, this part of paper explores the number of customers satisfied with their mobile network operator. Moreover, it explores factors which affect awareness, trust, loyalty and the long-term relationship between customer and the chosen mobile network operator. Results of the research show that satisfaction of services rendered leads to loyal customers, while their constant and continuous rewarding results in greater business profitability.