FACTORS THAT INFLUENCE CUSTOMER\u27S LOYALTY

V diplomski nalogi smo raziskali kateri dejavniki kakovosti storitev so pomembni za kupčevo zvestobo. Dejavnike smo določili na podlagi pregleda teoretičnih osnov in jih vključili v spletno anketo, na katero je odgovorilo 158 anketirancev. Na podlagi analiz smo ugotovili pomembnost dejavnikov in medsebojne povezave med dejavniki kakovosti in dejavniki zvestobe. Rezultati ankete kažejo na veliko pomembnost dejavnikov, ki se nanašajo na vedenje in urejenost zaposlenih, ter na cenovno stabilnost, najmanj pomembnosti pa anketiranci pripisujejo velikosti prodajne površine, ter karticam in točkam zvestobe. S pomočjo dodatnih analiz pa smo potrdili in ovrgli zastavljene hipoteze. Potrdili smo hipotezi »H1: Dejavniki kakovosti storitve so pozitivno povezani z dejavniki zvestobe kupcev« in »H2: Dejavnik »fizična podoba trgovine in odzivnost« pozitivno vpliva na dejavnike zvestobe kupcev«, ter ovrgli hipotezi »H3: Dejavnik »lastne blagovne znamke in ugodnosti« pozitivno vpliva na dejavnike zvestobe kupcev« in »H4: Dejavnik »urejenost in vedenje zaposlenih« pozitivno vpliva na dejavnike zvestobe kupcev«. Na podlagi pridobljenih rezultatov so naši rezultati lahko uporabni podjetjem, kot pomoč na katere dejavnike se naj se osredotočijo, oziroma v katere dejavnike vlagati in kaj je pomembno za zvestobo kupca.The purpose of the Diploma Thesis is to investigate the factors of quality service that are important from the perspective of achieving customer\u27s loyalty. Factors were identified through a review of the extant literature in the field of service quality. The web-based survey was used as a source of data collection. A total 158 usable responses were received during a research period. Statistical methods were subsequently used to investigate the importance of studied factors and the interrelationship between the service quality factors and loyalty factors. The survey results show the big importance of factors relating to the behavior and tidiness of employees, as well as price stability. Less importance respondents attach to the size of sales area, loyalty cards and loyalty promotions. Through further analysis, we confirmed two and refused two hypotheses. We confirmed first two hypothesis »H1: The factors of quality of service are positively related to customer loyalty factors« and »H2: Factor »physical appearance of shops and responsiveness« has a positive effect on customer loyalty factors«. We refused the hypothesis »H3: Factor »own brand and advantages« positive impact on customer loyalty factors« and the hypothesis »H4: factor »tidiness and behavior of employees« positive impact on customer loyalty factors«. Based on the results obtained companies could decide on which factors they should focus, in which factors they should invest in and what is important to obtain customer loyalty