EVALUACIJA WIZARD-OVOG eCRM SISTEMA: ISPITIVANJE KORISNIČKE PERCEPCIJE I ZADOVOLJSTVA. (Croatian)
In: Zbornik Radova: Univerzitet 'Džemal Bijedić' u Mostaru, Ekonomski Fakultet, Jg. 21 (2023), Heft 33, S. 225-238
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Zugriff:
The focus of this study is the evaluation of Wizard's eCRM system by investigation of customer perception, satisfaction, and willingness to engage in electronic word-of-mouth (eWOM) marketing. Primary data were obtained through a survey conducted in March and April with a sample size of 177 respondents. The statistical program SPSS was used for data analysis. The results indicate that Wizard's eCRM system provides a satisfactory customer experience, and using the Process Hayes statistical method, it was found that there is a statistically significant positive indirect relationship between eCRM and eWOM through the mediating variable of CS. This suggests that eCRM has a positive impact on eWOM through increased CS. Additionally, customer satisfaction was found to play a crucial role in increasing customers' willingness to recommend products and services to others (eWOM). The revelation that customer satisfaction holds a paramount significance in augmenting customers' inclination to endorse products and services to others underscores the imperative for companies to focus on enhancing customer experience and satisfaction. Delighted and contented customers frequently assume the role of brand advocates, actively promoting products and services through the influential realm of electronic word-of-mouth. Consequently, companies ought to exert concerted efforts toward delivering superlative customer experiences, as this can exert a profound influence on attaining positive eWOM and fostering enduring customer relationships. [ABSTRACT FROM AUTHOR]
Fokus ovog rada je na evaluaciji eCRM sistema kompanije Wizard Health kroz istraživanje korisničke percepcije i zadovoljstva korisnika te spremnosti na elektronsko dijeljenje informacija tzv. e-marketing od usta do usta (eWOM). Primarni podaci su dobiveni putem anketnog ispitivanja koje je sprovedeno u mjesecu martu i aprilu, a broj ispitanika je 177. Za analizu podataka korišten je statistički program SPSS. Rezultati pokazuju da Wizardov eCRM sistem pruža zadovoljavajuće korisničko iskustvo, a korištenjem Process Hayes statističke metode ustanovljeno je da postoji statistički značajna pozitivna indirektna veza između eCRM i eWOM preko varijable medijatora CS (zadovoljstvo korisnika). To podrazumijeva da eCRM ima pozitivan utjecaj na eWOM preko povećanja CS. Također, ustanovljeno je da zadovoljstvo korisnika ima vrlo važnu ulogu u povećanju spremnosti korisnika za preporučivanje proizvoda i usluga drugima (eWOM). Otkriće da zadovoljstvo korisnika ima vrlo važnu ulogu u povećanju spremnosti korisnika za preporučivanje proizvoda i usluga drugima naglašava važnost fokusa kompanija na poboljšanje korisničkog iskustva i zadovoljstva. Sretni i zadovoljni korisnici postaju ambasadori brenda, preporučujući proizvode i usluge drugima putem elektroničkog dijeljenja informacija. Stoga, kompanije bi trebale uložiti napore u pružanje izvrsnog korisničkog iskustva, jer to može imati snažan utjecaj na postizanje pozitivnog eWOM-a i izgradnju dugoročnih odnosa s korisnicima. [ABSTRACT FROM AUTHOR]
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Titel: |
EVALUACIJA WIZARD-OVOG eCRM SISTEMA: ISPITIVANJE KORISNIČKE PERCEPCIJE I ZADOVOLJSTVA. (Croatian)
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Autor/in / Beteiligte Person: | ŠKALJIĆ, LEJLA ; TIPURA, DžEMAL |
Zeitschrift: | Zbornik Radova: Univerzitet 'Džemal Bijedić' u Mostaru, Ekonomski Fakultet, Jg. 21 (2023), Heft 33, S. 225-238 |
Veröffentlichung: | 2023 |
Medientyp: | academicJournal |
ISSN: | 0352-258X (print) |
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