ČIMBENICI KVALITETE IZLOŽBENOG PROSTORA - RAZVOJ NOVOG MJERILA

This paper presents a piece of research with two main goals: (1) to find out essential factors of quality of the exhibition stand and (2) to devise a measuring instrument for measuring the quality of exhibition stands, both from the nonprofessional attendee’s point of view. To reach both goals, first, fourteen dimensions of quality of exhibition stands were identified. These dimensions were taken as the basis for the composition of the first version of the measuring instrument concerning the quality of the exhibition stands (M1MQES-1). When MIMQES-1 was tested the congruity of assessors was also examined. On the basis of the analysis of MIMQES-1 the second version of MIMQES (MIMQES-2) was formed and the preparation procedure for assessors was changed and improved. The results of MIMQES-2 analysis show a better factor structure as well as a better congruity of assessors, which was probably the result of a change in qualification of assessors.Ovaj rad prezentira dio istraživanja sa dva glavna cilja: (1) pronaći bitne čimbenike kvalitete izložbenog prostora i (2) stvoriti instrument mjerenja za određivanje kvalitete izložbenog prostora, oba sa ne profesionalne točke gledišta posjetioca. Da bi postigli oba cilja, prvo je utvrđeno četrnaest dimenzija kvalitete izložbenog prostora. Te dimenzije bile su temeljem stvaranja prve verzije mjernih instrumenata u svezi kvalitete izložbenih prostora (MlMQES-l). Kada je isproban MIMQES-l također je ispitana i sukladnost procjenitelja. Temeljem analize MIMQES-1 druge verzije MIMQES stvorena je (MIMQES-2), te je postupak pripreme procjenitelja izmjenjen i poboljšan. Rezultati MlMQES-2 analize pokazuju kako bolju strukturu čimbenika tako i bolju sukladnost procjenitelja, što je najvjerojatnije bio rezultat promjene u određivanju procjenitelja

Cluster analysis as a tool of guests segmentation by the degree of their demand

Authors demonstrate the use of cluster analysis in finding out (ascertaining) the homogenity/heterogenity of guests as to the degree of their demand. The degree of guests’ demand is defined according to the importance of perceived service quality components measured by SERVQUAL, which was adopted and adapted, according to the specifics of health spa industry in Slovenia. Goals of the article are: (a) the identification of the profile of importance of general health spa service quality components, and (b) the identification of groups of guests (segments) according to the degree of their demand in the research in 1991 compared with 1999. Cluster analysis serves as useful tool for guest segmentation since it reveals the existence of important differences in the structure of guests in the year 1991 compared with the year 1999. The results serve as a useful database for management in health spas

Povezanost osobnog imidža i imidža odjeće

Ovo se istraživanje temelji na Bertrandisovoj tvrdnji da psihološki koncepti u području industrije odjeće i mode nisu dovoljno istraživani. Tako je cilj ove analize pronalaženje odgovora na pitanje kakva je povezanost osobnog imidža žena i imidža željenih marki odjeće. Istraživanje je provedeno na uzorku od 160 žena. Analizirano je 15 dimenzija na području aktualnog osobnog imidža i idealnog osobnog imidža uspoređenog s imidžem marke željene odjeće. U analizi je korištena metoda kanoničke korelacije kojom se utvrdilo da postoji jaka veza između aktualnog osobnog imidža i imidža marke željene odjeće, a još je izrazitija veza između idealnog osobnog imidža i imidža marke željene odjeće. Dobiveni rezultati su korisni na području planiranja marketinškog miksa i komunikacijskog miksa, posebno u području oglašavanja i osobne prodaje

How Marketing Communications Correlates With Business Performance

Companies use different marketing activities to communicate with the environment. These decisions are often a result of past experiences, habits or a certain influences. Measuring the efficiency of a communication mix as well as analyzing the effect of using a specific marketing communication activity on different business performance determinants are usually neglected. This paper might contribute to this problem as it focuses on the correlation between marketing communication activities and the business performance of a company through two aspects: a) the frequency of using a specific marketing communication activity and its correlation to business performance determinants; b) the correlation between the number of marketing communication activities that a company uses and its business performance determinants. We found statistically significant relationships (positive and negative) among some variables. The results helped us interpret which activity a company should use in order to increase customer loyalty, which activity helps raise net profit, and how many marketing communication activities should a company employ to optimise business performance. With this, managers have obtained basic guidelines when building their marketing communication mix

Učinci sudjelovanja vrhovnog menadžmenta u integriranoj marketinškoj komunikaciji

There is scarce empirical evidence in the academic literature of how top management involvement influences the degree of integrated marketing communications. At the same time, some authors believe that this relationship should be explored more extensively. In this paper we present one possible approach to investigating the relationship between top management involvement and the degree of integrated marketing communications. Our research established that a greater involvement of top management in marketing communications could be associated with a higher degree of IMC. Investigating the relationship between management and IMC is indeed at a very early stage. We suggest that this study has provided a basis for future research on the relationship between top management involvement in marketing communications and the degree of IMC.U literaturi nema mnogo empirijskih dokaza o tome kako sudjelovanje vrhovnog menadžmenta u marketinškoj komunikaciji utječe na stupanj integrirane marketinške komunikacije - IMC. Istovremeno, neki autori smatraju kako bi taj odnos trebalo više istražiti. U ovom radu predstavljamo jedan od mogućih pristupa istraživanju toga odnosa. Rezultati našega istraživanja pokazuju kako se veće sudjelovanje vrhovnog menadžmenta u marketinškoj komunikaciji može povezati s višem stupnjem IMC-a. Istraživanje odnosa menadžmenta i IMC-a u samome je začetku. Savjetujemo da se ovo istraživanje koristi kao podloga za buduća istraživanja o odnosu sudjelovanja vrhovnog menadžmenta u marketinškoj komunikaciji i stupnja IMC-a

The influence of age perception on women consumer behavior

Demografske promjene stanovništva čimbenik su koji sve više mijenja razmjere u Europi kao i u drugim razvijenim dijelovima svijeta. Ljudi žive duže i vitalniji su nego prije. Starenje stanovništva utječe na mnoga životna područja. Broj starijih osoba raste, a karakteristike su im bitno drugačije od onih prošlih generacija. Iz tog razloga autore je zanimala percepcija starosti kod žena starijih od 50 godina, razlike među ženama koje se osjećaju stare onoliko koliko jesu i onima koje se osjećaju mlađe nego što jesu. Istodobno, željelo se doći do podataka kako sve to utječe na njihovo ponašanje kao potrošača. U istraživanje je bilo uključeno 225 žena. Za prikupljanje podataka upotrijebili smo upitnik s pitanjima o kronološkoj starosti i percipiranoj starosti, pitanjima o 23 vrijednosti, 31 aktivnosti u slobodno vrijeme i 15 aktivnosti u sportu. Rezultati pokazuju da se više od pola anketiranih žena osjeća mlađe nego što jesu, 40% žena onoliko staro koliko i jesu i manje od 5% starije nego što jesu. Više od polovice anketiranih žena misli da izgledaju kao da su deset godina mlađe. Najviše žena misli da je čovjek star onda kada prijeđe sedamdesetu godinu života.Demographic changes of inhabitants are a factor changing increasingly the situation in Europe and other developed parts of the world. People live longer and are more vital than in the past. The ageing of population affects many areas of everyday life. The number of older persons grows and their characteristics are essentially different than the characteristics of past generations. Those were the reasons for the authors’ interest in the perception of the psychological age of women older than 50. They also focused on the differences between a group of women who see themselves as younger than their actual age and a group of women who feel older. The third field of interest was how that influence on their behavior as a consumer. A total of 225 women were included in the research. To acquire the informations we use a questionnaire, which includes questions about the chronological age against the perceived age and questions about 23 values, 31 free time activities and 15 sports activities. Results show that more than a half of the women feel younger than they really are, 40% feel as old as they are and less than 5% feel older than their actual age. More than a half of the interviewed women think they look 10 years younger. Most of the women think that a person is old when he/she is over 70

Cluster analysis as a tool of guests segmentation by the degree of their demand

Authors demonstrate the use of cluster analysis in finding out (ascertaining) the homogenity/heterogenity of guests as to the degree of their demand. The degree of guests’ demand is defined according to the importance of perceived service quality components measured by SERVQUAL, which was adopted and adapted, according to the specifics of health spa industry in Slovenia. Goals of the article are: (a) the identification of the profile of importance of general health spa service quality components, and (b) the identification of groups of guests (segments) according to the degree of their demand in the research in 1991 compared with 1999. Cluster analysis serves as useful tool for guest segmentation since it reveals the existence of important differences in the structure of guests in the year 1991 compared with the year 1999. The results serve as a useful database for management in health spas

The influence of age perception on women consumer behavior

Demografske promjene stanovništva čimbenik su koji sve više mijenja razmjere u Europi kao i u drugim razvijenim dijelovima svijeta. Ljudi žive duže i vitalniji su nego prije. Starenje stanovništva utječe na mnoga životna područja. Broj starijih osoba raste, a karakteristike su im bitno drugačije od onih prošlih generacija. Iz tog razloga autore je zanimala percepcija starosti kod žena starijih od 50 godina, razlike među ženama koje se osjećaju stare onoliko koliko jesu i onima koje se osjećaju mlađe nego što jesu. Istodobno, željelo se doći do podataka kako sve to utječe na njihovo ponašanje kao potrošača. U istraživanje je bilo uključeno 225 žena. Za prikupljanje podataka upotrijebili smo upitnik s pitanjima o kronološkoj starosti i percipiranoj starosti, pitanjima o 23 vrijednosti, 31 aktivnosti u slobodno vrijeme i 15 aktivnosti u sportu. Rezultati pokazuju da se više od pola anketiranih žena osjeća mlađe nego što jesu, 40% žena onoliko staro koliko i jesu i manje od 5% starije nego što jesu. Više od polovice anketiranih žena misli da izgledaju kao da su deset godina mlađe. Najviše žena misli da je čovjek star onda kada prijeđe sedamdesetu godinu života.Demographic changes of inhabitants are a factor changing increasingly the situation in Europe and other developed parts of the world. People live longer and are more vital than in the past. The ageing of population affects many areas of everyday life. The number of older persons grows and their characteristics are essentially different than the characteristics of past generations. Those were the reasons for the authors’ interest in the perception of the psychological age of women older than 50. They also focused on the differences between a group of women who see themselves as younger than their actual age and a group of women who feel older. The third field of interest was how that influence on their behavior as a consumer. A total of 225 women were included in the research. To acquire the informations we use a questionnaire, which includes questions about the chronological age against the perceived age and questions about 23 values, 31 free time activities and 15 sports activities. Results show that more than a half of the women feel younger than they really are, 40% feel as old as they are and less than 5% feel older than their actual age. More than a half of the interviewed women think they look 10 years younger. Most of the women think that a person is old when he/she is over 70

Uporaba instrumentov internega komuniciranja ter cilji internega komuniciranja v velikih in malih podjetjih v Sloveniji

Internal communications is one of the most important activities in organizations. Without internal communications in fact, none of organizations could exist. Despite this, as a research field it is neglected. In the paper authors explore use of instruments of internal communications in entrepreneurships in Slovenia.The research includes a sample of 50 companies with 5 to 50 employees and 50 companies with over 50 employees.The main goal was to analyze twenty instruments of internal communications and fourteen goals of internal communications. The three specific goals were (a) which instruments of internal communications use in analyzed companies, (b) how frequent use particular instrument of internal communications in analyzed companies and (c) how important is particular goal of internal communications in analyzed companies. The differences between two groups of analyzed companies appear in all three fields of research. Key words: internal communications, tools of internal communications, goals of internal communications.Interno komuniciranje sodi med najpomembnejše aktivnosti v organizaciji, saj je tako pomembno, da brez njega ne more obstajati prav nobena organizacija. Kljub temu je kot področje raziskovanja zelo slabo raziskano. V članku prikazujemo uporabo instrumentov internega komuniciranja v podjetjih v Sloveniji. Raziskava je bila izvedena na vzorcu 50 podjetij s 5 do 50 zaposlenimi in 50 podjetji z nad 50 zaposlenimi. Ugotavljali smo pogostost uporabe dvajsetih instrumentov internega komuniciranja in pomembnost štirinajstih ciljev internega komuniciranja. Analizirali smo (a) katere instrumente internega komuniciranja v podjetjih uporabljajo, (b) kako pogosto uporabljajo posamezen instrument internega komuniciranja in (c) kakšno pomembnost pripisujejo posameznim ciljem internega komuniciranja. Razlike med dvema skupinama podjetij, ki smo jih v raziskavi obravnavali, se pojavljajo na vseh treh področjih. Ključne besede: interno komuniciranje, instrumenti internega komuniciranja, cilji internega komuniciranja

Motels in Serbia: What do potential guests expect?

The main aim of the paper is to investigate potential guests' expectations in Serbian motels. Through the literature review process, it was determined that there is a cack of research about motel guests' expectations. Based on the survey research on 237 potential motels' guests 14 dimensions of guests' expectations were determined. Statistical significant differences in guests' expectations dimensions among sociodemographic profile were also investigated (Gender, Age, Monthly Income, Occupational Status, Marital Status, Growing up Place, Reason for Traveling, Country of Origin). In Conclusions are present proposal for future motel products development based on presented results as also future research proposals