REPUTATION COMPARISON OF TWO TELECOMMUNICATION COMPANIES ON THE SLOVENIAN MARKET

Ta diplomski projekt je konkretno osredotočen na primerjavo ugleda med dvema vodilnima ponudnikoma na slovenskem telekomunikacijskem trgu, podjetjema Si.mobil d. d. in Telekom Slovenije d. d. V diplomskem projektu sem se osredotočila na raziskovanje zaznanega ugleda obeh podjetij med slovensko javnostjo ter omenjeni podjetji primerjala po ugledu. V prvem, teoretičnem delu, sem opredelila koncepte, pomembne za empirični del projekta. Opredelila sem ugled, njegove dejavnike ter njegov pomen za podjetje. Prav tako sem razložila tudi sorodna koncepta, identiteto ter podobo podjetja ter poiskala povezave med vsemi tremi. Sledi drugi del, v katerem sem se osredotočila na slovenski telekomunikacijski trg in opisala podjetji, ki sem ju zajela v raziskavi, Si.mobil d. d. in Telekom Slovenije d. d. V empiričnem delu sem uporabila anketni vprašalnik, ki se je navezoval na zaznavanje ugleda prej omenjenih podjetij. Vanj sem vključila dejavnike ugleda, vsa vprašanja pa sem oblikovala glede na hipoteze, ki sem si jih zastavila pred začetkom dela. Po opravljeni raziskavi sem zbrane podatke analizirala s pomočjo statističnega programa SPSS, prikazala pa sem jih s pomočjo programa Microsoft Excel. Na koncu sledi še analiza rezultatov, v kateri sem potrdila oz. zavrnila na začetku zastavljene hipoteze.This project is specifically focused on the comparison of the reputation of two leading companies in the Slovenian telecommunications marketSi.mobil d.d. and Telekom Slovenije d.d. I focused on researching the perceived reputation both companies enjoy among the public and on a comparison between them. In the first, theoretical part, I defined the concepts relevant to the empirical part of this project. Firstly, I defined the concept of reputation, its elements and its importance for the company. Furthermore, I explained the related concepts like corporate identity and corporate image and I looked for the links between all three. In the second part I focused on the Slovenian telecommunications market and described the companies which are the main part of this researchSi.mobil d.d. and Telekom Slovenije d.d. In the empirical part, I used a questionnaire which focused on the perception of reputation of the aforementioned companies. All the questions were formulated according to the hypotheses which I have set in the beginning. After the completed survey, I analyzed the collected data by using SPSS statistical program and presented it by using Microsoft Excel. In the end, I analyzed the results and confirmed or rejected the hypotheses I have set in the beginning