MERENJE KORISNIČKOG ISKUSTVA U FUNKCIJI BREND MENADŽMENTA
Ključne reči:
korisničko iskustvo, brend menadžment, usredsređenost na kupce, upravljanje odnosima sa korisnicima
Apstrakt
U ovom radu će biti predstavljeno koliko je važno da se kompanije orijentišu na kupce i izgradnju dugoročnih odnosa sa njima. Teorijski deo se bavi pojmovnim odrednicama brenda, upravljanjem odnosima sa kupcima i pristupom orijentisanom na kupce. U empirijiskom delu će biti predstavljen metod merenja zadovoljstva poslovnih kupaca u cilju praćenja i unapređenja korisničkog iskustva.
Reference
[1] Levitt, T. (1960). Marketing Myopia 38 (July-August). Harvard Business Review, 26-44.
[2] Nikolić, S. T., Stanković, J., & Dejanović, A. (2015). Brend menadžment: Savremena a(tra)kcija. Novi Sad: FTN Izdavaštvo.
[3] Sisodia, R. S., & Sharma, A. (2000). The Antecedents and Consequences of Customer-Centric Marketing. Academy of Marketing Science Journal, 55-66.
[4] Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006, October). The Path to Customer Centricity. Journal of Service Research.
[5] Mitrović, S., & Melović, B. (2013). Principi savremenog menadžmenta. Novi Sad: Fakultet tehničkih nauka, Novi Sad.
[6] Zeng, Y., Wen, J., & Yen, D. (2003). Customer relationship management (CRM) in business to business e-commerce. Bradford: MCB Up Limited.
[7] CustomerGauge . (2023). About us. Retrieved from Customer Gauge: https://customergauge.com/about-us
[8] Net Promoter System. (2023). About the Net Promoter System. Retrieved from Net Promoter System: https://www.netpromotersystem.com/about
[9] Luck, I. (2023, June 22). What is Net Promoter Score (NPS)? A 2023 Guide & Definition. Retrieved from CustomerGauge: https://customergauge.com/net-promoter-score-nps
[10]Tessitore, S. (2023, March 27). Closed Loop Feedback (CX) Best Practices & Examples. Retrieved from CustomerGauge: https://customergauge.com/blog/close-the-loop
[11] Customer Gauge. (2023, June 8). 13 Net Promoter Score (NPS) Visualizations to Create Your NPS Dashboard. Retrieved from Customer Gauge: https://customergauge.com/blog/net-promoter-score-data-visualization
[12] Engel M., Luck, I., & Customer Gauge. (2023). How DHL Supply Chain Is Building a World Class B2B Account Experience Program With CustomerGauge. Retrieved from CustomerGauge: https://customergauge.com/blog/dhl-supply-chain-building-b2b-account-experience-program
[13] Visser, S., Luck, I., & Customer Gauge. (2023, February 7). How Heineken Leveraged AX to Grow When Bars were Shut Down. Retrieved from CustomerGauge: https://customergauge.com/blog/talking-b2b-account-experience-with-heineken
[2] Nikolić, S. T., Stanković, J., & Dejanović, A. (2015). Brend menadžment: Savremena a(tra)kcija. Novi Sad: FTN Izdavaštvo.
[3] Sisodia, R. S., & Sharma, A. (2000). The Antecedents and Consequences of Customer-Centric Marketing. Academy of Marketing Science Journal, 55-66.
[4] Shah, D., Rust, R. T., Parasuraman, A., Staelin, R., & Day, G. S. (2006, October). The Path to Customer Centricity. Journal of Service Research.
[5] Mitrović, S., & Melović, B. (2013). Principi savremenog menadžmenta. Novi Sad: Fakultet tehničkih nauka, Novi Sad.
[6] Zeng, Y., Wen, J., & Yen, D. (2003). Customer relationship management (CRM) in business to business e-commerce. Bradford: MCB Up Limited.
[7] CustomerGauge . (2023). About us. Retrieved from Customer Gauge: https://customergauge.com/about-us
[8] Net Promoter System. (2023). About the Net Promoter System. Retrieved from Net Promoter System: https://www.netpromotersystem.com/about
[9] Luck, I. (2023, June 22). What is Net Promoter Score (NPS)? A 2023 Guide & Definition. Retrieved from CustomerGauge: https://customergauge.com/net-promoter-score-nps
[10]Tessitore, S. (2023, March 27). Closed Loop Feedback (CX) Best Practices & Examples. Retrieved from CustomerGauge: https://customergauge.com/blog/close-the-loop
[11] Customer Gauge. (2023, June 8). 13 Net Promoter Score (NPS) Visualizations to Create Your NPS Dashboard. Retrieved from Customer Gauge: https://customergauge.com/blog/net-promoter-score-data-visualization
[12] Engel M., Luck, I., & Customer Gauge. (2023). How DHL Supply Chain Is Building a World Class B2B Account Experience Program With CustomerGauge. Retrieved from CustomerGauge: https://customergauge.com/blog/dhl-supply-chain-building-b2b-account-experience-program
[13] Visser, S., Luck, I., & Customer Gauge. (2023, February 7). How Heineken Leveraged AX to Grow When Bars were Shut Down. Retrieved from CustomerGauge: https://customergauge.com/blog/talking-b2b-account-experience-with-heineken
Objavljeno
2024-08-03
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
