FACTORS OF EFFECTIVE COMMUNICATION IN SERVICE ACTIVITIES

Komunikacija je danes ključnega pomena za sodelovanje oziroma sporazumevanje. Še posebej na delovnem mestu je zelo pomembno, da uspešno komuniciramo s strankami, sodelavci, nadrejenimi ter ostalimi, ki so prisotni v delovnem okolju. Ljudje smo si zelo različni in tudi različno reagiramo na določene situacije, ki se pojavljajo med delovnim časom, zato smo v diplomski nalogi obravnavali različne tipe strank. Navedli smo, kakšen pristop je najbolje imeti do posamezne stranke, ter kako se soočiti z njo. V diplomskem delu smo opisali komunikacijo nasploh, opredelili tržno komuniciranje in trženje storitev. V empiričnem delu smo izvedli raziskavo o dejavnikih komunikacije v storitvenih dejavnostih. Poizkušali smo ugotoviti, katere storitve najbolj pogosto uporabljajo ljudje, kateri so dejavniki, ki vplivajo na odločitev za nakup storitve. V današnjih časih je veliko načinov tržne komunikacije, zato nas je zanimalo tudi, kateri načini najbolj privabijo ljudi k uporabi storitev. Med samo komunikacijo velikokrat pride do napačne informacije, zato smo raziskali, kateri so pogosti vzroki, ki to povzročijo. Z diplomsko nalogo želimo poudariti pomen trženja in tržne komunikacije za uspešno in učinkovito izvajanje storitev.Nowadays, communication represents the key meaning when it comes to cooperation and understandment. It is crucial to communicate well, especially at the work place, with costumers, co-workers, superiors and other members in our working space. We are aware of the fact, that one person is different than the other and it is the same with our reactions to certain situations during work time. This is the foundation of our thesis – treatment of different customers. We described the best approach to a certain customer and how to face her or him. We also described communicaton in general, communication in marketing and services marketing. In the empirical part, we did a research on marketing factors in service industry. We have tried to establish which of these services are most commonly used among people and what are the factors which influence people\u27s decision on purchasing a service. We know about many different ways of market communication and this also caught our attention. This is why we wanted to establish which stragedies are most attractive for people to decide on use of a service. Many times we come to a disinformation in communication and this is why we did a research on which are the most common factors that cause this. With this thesis, we wish to emphasise the meaning of marketing and market communication so that the enforcement of services is successful and effective