Online and Offline Personal Recommendations that Factor in Decision Making During Shopping

Ovim je radom obrađena uloga osobne preporuke prilikom donošenja odluke o kupovini. Pri tom su posebno razrađeni online i offline komunikacijski kanali preporuke. Cilj rada bio je spoznati važnost osobne preporuke upućene online i offline kanalima komunikacije u ponašanju potrošača Hrvatske. U toj je namjeri provedena anketa distribuirana online komunikacijskim kanalima (elektroničkom poštom i društvenim mrežama). Anketiranje je obuhvatilo 152 ispitanika koji su ispitani upitnikom sačinjenim od 13 zatvorenih pitanja. Rezultatima istraživanja utvrđena je značajna uloga osobne preporuke prilikom donošenja odluke o kupovini, posebno one upućene neposrednim kontaktom, tj. offline komunikacijskim kanalima. Rezultati istraživanja upućuju na važnost istraživanja poslijekupovnog ponašanja potrošača i njegova zadovoljstva. Zadovoljan potrošač važan je izvor informacija za potencijalne korisnike i samim time neizostavan dio promotivnih aktivnosti.This paper deals with the role of personal recommendation when making a purchase decision. The online and offline communication channels of the recommendation have been specially developed. The aim of this paper was to realize the importance of personal recommendations sent through online and offline communication channels in the behavior of Croatian consumers. To this end, the survey was distributed through online communication channels (e-mail and social networks). The survey included 152 respondents who were asked by a questionnaire consisting of 13 closed questions. The results of the research established a significant role of personal recommendation in making a purchase decision. Especially those sent by direct contact, i.e. offline communication channels. The results of the research indicate the importance of research after consumer buying behavior and its satisfaction. Satisfied consumers are an important source of information for potential customers and therefore an indispensable part of promotional activities