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Industrija
2017, vol. 45, br. 4, str. 133-151
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 22/01/2018
doi: 10.5937/industrija45-16080
Creative Commons License 4.0
Determinante i efekti reputacije maloprodavca - rezultati iz privrede u razvoju
aEkonomski institut, Beograd
bUniverzitet u Beogradu, Tehnički fakultet u Boru

e-adresa: tamara.rajic@ecinst.org.rs

Projekat

Organizacione i informacione podrške sistemu upravljanja kvalitetom kao ključnim faktorom povećanja konkurentnosti naših preduzeća i njihiovog bržeg izlaska na svetsko i EU tržište (MPNTR - 179001)

Sažetak

Koncept korporativna reputacija predmet je značajne pažnje u akademskim i poslovnim krugovima poslednjih godina. Pažnja istraživača uglavnom je fokusirana na implikacije dobre korporativne reputacije, dok su njene determinante ostale mahom neistražene. Većina prethodnih istraživanja realizovana je na teritoriji SAD-a i Zapadne Evrope, dok su uslužne delatnosti u zemljama u razvoju do sada nedovoljno istražene. U nameri da se popuni pomenuti gep u marketinškoj literaturi, cilj ovog istraživanje je predložiti i empirijski ispitati model reputacije maloprodavca, uključivanjem pomenutog koncepta u okvir ustanovljenih veza među ključnim konceptima evaluacije usluga. Konceptualni model je testiran na uzorku korisnika usluga maloprodaje u Srbiji, sa dominantnim učešćem prehrambenog asortimana, primenom modelovanja pomoću strukturnih jednačina. Rezultati istraživanja ukazuju na značajan uticaj kvaliteta usluga i vrednosti na reputaciju maloprodavca i direktan uticaj reputacije na lojalnost potrošača. U radu su razmotrena ograničenja i navedene smernice za dalja istraživanja.

Ključne reči

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