CORPORATE IMAGE IMPACT ON THE COMPETITIVENESS OF THE SELECTED ENTERPRISE

Ovaj rad bavi se utjecajem trenutnog imidža Rapske plovidbe d. d. na njenu konkurentnost, kao i pitanjem može li se strukturiranjem, upravljanjem i ulaganjem u imidž povećati trenutna konkurentnost poduzeća. S tom svrhom osmišljena je anketa za korisnike usluge i za zaposlenike Rapske plovidbe d. d., kojom se ispitivala njihova trenutna percepcija imidža, odnosno procesa, fizičkog okruženja, zaposlenika, distribucije, promocije i cijena usluge koju pruža poduzeće. Navedeno se istraživalo kako bi se dobila što jasnija slika o trenutnom zadovoljstvu uslugom, dodatnim potrebama, željama korisnika i zaposleniku poduzeća. Uz pomoć provođenja pitanja formiranih na temelju marketing miksa dobivaju se odgovori koji pokazuju koje su temeljne prednosti, a koji nedostaci te kakav je trenutni imidž i konkurentnost poslovanja. Anketa je primijenjena na 195 ispitanika, od kojih su 165 ispitanika korisnici usluge koju poduzeće pruža, dok su 30 ispitanika zaposlenici Rapske plovidbe d. d. Jednakim pitanjima za jedne i druge ispitanike dobivaju se odgovori iz različitih perspektiva, što unapređuje i utvrđuje prvobitne odgovore. Analiza podataka pokazuje da su korisnici usluge jednako kao i zaposlenici prilično zadovoljni kvalitetom usluge koju pruža Rapska plovidba d. d., što uključuje pozitivne odgovore na temu procesa, fizičkog okruženja, zaposlenika i cijene usluge. S druge strane, svi ispitanici uglavnom se slažu da Rapska plovidba d. d. treba dodatno poraditi na prodaji i distribuciji te promociji. Takvi odgovori ukazuju na mogućnosti Rapske plovidbe d. d. koje nisu iskorištene zbog neupućenosti o važnosti imidža za ostvarenje konkurentnosti. Brigom o prezentaciji u javnosti, unaprjeđenjem kanala komunikacije, usavršavanjem pružanja usluge prije njene prodaje (internetska prodaja karata, uvođenje programa lojalnosti) postoji mogućnost da se poboljša trenutni imidž, ali i unaprijedi trenutna konkurentnost poslovanja.This paper deals with the influence of the current image of Rapska plovidba Plc. on its competitiveness as well as the question of whether the structuring, managing and investing in its image increase the current competitiveness of the company. For this purpose, a survey was designed for service users and employees of Rapska plovidba Plc., which examined their perception of the current image and their views on processes, physical environment, employees, distribution, promotion and price of services provided by the company. The listed items were examined in order to obtain a clearer representation of the current satisfaction with service, additional needs and desires of users and employees of the company. With the help of questions formed on the basis of the marketing mix, we obtained answers that indicate fundamental advantages and disadvantages, as well as the current brand image and business competitiveness of the company. The survey was completed by 195 respondents, out of which 165 respondents were service users, while 30 respondents were employees of Rapska plovidba Plc. The same questions for both groups of respondents resulted in answers from different perspectives, which improves and establishes the initial answers. The data analysis shows that service users as well as employees are quite satisfied with the quality of services provided by Rapska plovidba Plc., which includes positive views on the process, physical environment, employees and service prices. On the other hand, all respondents mostly agree that Rapska plovidba Plc. should concentrate more on sales and distribution, as well as promotion. Such responses indicate unused opportunities of Rapska plovidba Plc. which have not been seized due to the lack of awareness of the brand image importance in achieving competitiveness. By taking care of the presentation to the public, improving communication channels, improving the service before its sale (web ticket sales, introduction of customer loyalty programme), it is possible to improve the current brand image, but also to improve the current business competitiveness