Analysis of the inflluence of consumer decision-making process characteristics on consumer satisfaction

Rad se bavi razumijevanjem procesa donošenja odluke o kupovini obrazovne usluge od strane potrošača, no sa fokusom na razumijevanje utjecaja karakteristika samog procesa donošenja odluke o kupovini na zadovoljstvo potrošača donesenom odlukom. Provedeno je istraživanje utjecaja karakteristika procesa donošenja odluke na zadovoljstvo potrošača odabirom obrazovnog programa. Karakteristike procesa donošenja odluke o kupovini su: brzina, jednostavnost, strukturiranost i uključenost pri procesu donošenja odluke o kupovini. U istraživanju sve varijable utječu pozitivno na zavisnu, no rezultati pokazuju da uključenost potrošača u proces donošenja odluke o kupovini i strukturiranost procesa donošenja odluke o kupovini obrazovnih usluga iskazuju statistički značajan pozitivan utjecaj na zadovoljstvo potrošača odabirom obrazovne usluge. Sukladno tome, kod donošenja odluke o kupovini obrazovnih usluga (koje zahtijevaju kognitivni napor), ključno za zadovoljstvo potrošača je koliko je on/ona bio uključen u sam proces i pristupio/la donošenju odluke strukturirano.This paper deals with understanding the decision-making process concerning the purchase of educational services by consumers. The focus of the paper is on understanding the impact of characteristics of the decision-making process on the consumer satisfaction with the decision. Research has been conducted about the impact of the mentioned characteristics on the consumer satisfaction from choosing an educational program. The characteristics of decision-making process are: speed, simplicity, structure and involvement in the decision-making process. In the study, all the variables have shown positive impact on the dependent variable, but the results show that the involvement of consumers in the decision-making process and structure of decision-making process while purchasing educational services reported statistically significant positive impact on consumer satisfaction selecting educational services. Consequently, the key to consumer satisfaction with the chosen educational program is the fact that he/she was involved in the choosing process and that he/she approached to it in a structured way