THE SATISFACTION AND TRUST OF RESIDENT POST-PAID USERS WITH THEIR SELECTED MOBILE OPERATOR

Uporaba mobilnih storitev je postala zelo pomemben del našega vsakdana in vedno bolj vpliva na način komuniciranja, pridobivanja in deljenja informacij, zabave, nakupovanja, brskanja po internetu ipd. Zato morajo mobilni operaterji vedno znova spreminjati in izboljševati ponudbo, da bi lahko zadovoljevali potrebe in želje odjemalcev. Zaradi tega je bil cilj magistrskega dela raziskati zadovoljstvo in zaupanje rezidentov naročnikov z izbranim mobilnim operaterjem, ki sta med ključnimi dejavniki zvestobe. V teoretičnem delu smo najprej opredelili koncept odjemalca, zadovoljstva in zaupanja. Na začetku praktičnega dela smo predstavili razvoj mobilne telefonije in mobilnih telefonov ter odjemalce storitev mobilne telefonije. V drugem delu smo predstavili tri mobilne operaterje, ki v Sloveniji obvladujejo več kot 90 odstotkov vseh odjemalcev mobilne telefonije – Telekom Slovenije, Si.mobil in Tušmobil. V zadnjem, empiričnem, delu magistrskega dela pa je predstavljena raziskava, ki je bila izvedena med odjemalci osebne naročniške mobilne telefonije treh največjih slovenskih mobilnih operaterjev. Raziskava je pokazala, da so odjemalci oziroma rezidenčni naročniki storitev treh največjih mobilnih operaterjev v Sloveniji v povprečju zadovoljni in zaupljivi glede dejavnikov ponudbe mobilnih operaterjev. Najbolj zadovoljni so s prodajnim osebjem. Prav tako se je izkazalo, da so zaupljivejši tisti, ki imajo naročniško razmerje pri izbranem mobilnem operaterju sklenjeno daljše časovno obdobje.The use of mobile services has become a very important part of our daily lives and it will continue to impact out way of communicating, acquiring and sharing information, entertainment, shopping, surfing the Internet, etc. For this reason, mobile operators have to constantly change and improve their services to meet the requirements and needs of their customers. The purpose of this master\u27s thesis was therefore to research the satisfaction and trust of resident post-paid users with their selected mobile operator, as these are among the key elements of customer loyalty. The theoretical part first defines the concept of customer, satisfaction and trust. The beginning of the practical part presents the development of mobile telephony, mobile telephones and the users of mobile telephony services. The second part presents the three mobile operators that service more than 90% of all the mobile telephony users – Telekom Slovenije, Si.mobil and Tušmobil. The last, empirical, part of the master\u27s thesis presents the research which was carried out among the users of personal mobile telephony of the three largest Slovene mobile operators. The research showed that the customers or resident post-paid users of the three largest mobile operators in Slovenia were on average satisfied and trustful with regard to the elements of the services offered by the mobile operators. The highest satisfaction was expressed with regard to the sales staff. The findings also revealed that the level of trust was the highest among the customers who had long-term contracts with the selected mobile operators