THE ROLE OF THE CROWDS AND ITS RELATIONSHIP WITH THE PERCEIVED SERVICE VALUE

Pomen gneče in njen vpliv na zaznano vrednost storitev Namen magistrske naloge je na podlagi teoretičnih izsledkov in prakse preučiti in predstaviti vpliv gneče na zaznano vrednost storitev. Z uporabo ustrezne metodologije želimo izvedeti, kako gneča vpliva na zaznano vrednost storitev v prodajalnah na Hrvaškem. Predvsem smo se osredotočali na podjetje in prodajalne C&A na področju Varaždina. V teoretičnem delu magistrske naloge najprej predstavljamo storitve in opredelitve storitev različnih avtorjev, generične in izvedbene značilnosti storitev. V povezavi z značilnostima predstavljamo tudi vrste storitev. V naslednjem poglavju predstavljamo celovit pogled na področje zaznane vrednosti storitev, predhodnike zaznane vrednosti, ki vplivajo na zaznano vrednost in posledice zaznane vrednosti storitev. Prav tako smo predstavili metode merjenja zaznane vrednosti kot tudi njihove prednosti in pomanjkljivosti. Na koncu teoretičnega dela magistrske naloge predstavljamo opredelitev vse bolj znanega fenomena gneče in gostote, variable, ki spremljajo gnečo ter človeško in prostorsko dimenzijo gneče in učinke gneče na obnašanje potrošnikov. V tem poglavju preučujemo zvezo med gnečo v maloprodaji in zadovoljstvom odjemalcov. Predstavljamo tudi opredelitev kulture in preučujemo, kako kultura vpliva na gnečo. V empiričnem delu magistrske naloge preverjamo svoj model na reprezentativnem vzorcu 200 uporabnikov storitev prodajaln C&A na področju Varaždina. Anketo smo izvedli s strukturiranim anketnim vprašalnikom. Anketirance smo spraševali po nakupu v prodajalnah C&A v času redne prodaje in v času popustov. V sklepu predstavljamo ključne ugotovitve, do katerih smo prišli s pomočjo raziskovalnega dela ter podarjamo smernice za naprej.Based on theoretical and empirical results we tried to examine and introduce the influence of crowd on perceived value of service. Using the adequate methodology we try to find out how crowd influences the perceived value of service in stores located in Croatia. We focused on the company and stores of C&A in the district of Varaždin. In the theoretical part we present the services and definitions of services provided by different authors as well as the generic and implemental features of services. We present an overall view of the field of perceived value of services, precedents of perceived value that affect the perceived value and the consequences of perceived value of services. We also present the methods for measuring perceived value as well as their pros and cons. At the end of theoretical part we present the definition of well know phenomena of crowd and density, the variable witch accompanies crowd. We also focus on human and spatial dimension of crowd and its effects on consumers. In this chapter we examine the correlation between crowd in retails and consumer satisfaction. We also present the definition of culture and examine how it effects the crowd. In the empirical part of the thesis we verify our own model in a representative sample of 200 consumers of C&A services in stores in Varaždin district. The survey was made with structured survey questionnaire. Respondents were asked about shopping in C&A stores in time of regular sale and in time of discount sale. In conclusion we present key findings in our empirical study and give guidelines for work in this area