Services as the Crucial Factor for the Success of Retailing in Croatia

The era of intense competition in all spheres of the global economy has forced companies to spare no effort to retain their market share and to compete successfully in the marketplace. This is particularly evident in the retail sector which is one of the fastest growing and most competitive sectors of the Croatian economy. Over the last decade, retailers have faced many challenges. On the one hand, there are ever more sophisticated and more demanding customers. On the other hand, there is intense competition in retailing: non-store retail formats, vertical integration, large store formats, to name a few. It requires retailers worldwide to define the manner in which they may differentiate themselves in the market and attract consumers in a way that is superior to their competitors. Although most retailers today use an overall cost leadership strategy to obtain a competitive advantage, thus reducing the personal element in service delivery, services remain critical for the competitiveness of a retail firm. The main objective of this paper is to investigate the influence of service level on store patronage. The paper reports the findings of a study conducted on a sample of 350 Croatian customers and points out the positive relation between customer service and retail firm success

CREATING OF DYNAMIC STORE CHOICE MODEL

Proces izbora određenoga tipa prodavaonice funkcija je dviju grupa čimbenika: onih na strani potrošača i onih na strani prodavaonice. Budući da veliki broj kriterija diktira donošenje potrošačeve odluke o tome gdje kupiti određene proizvode i da oni interaktivno reagiraju i utječu jedan na drugi i na sam izbor prodavaonice, razvijeni su modeli kojima se taj problem pokušao učiniti razumljivijim. Svrha je autoričina rada ustanoviti na osnovi identifi ciranih ključnih čimbenika koji utječu na izbor prodavaonice na koji način i kojim intenzitetom pojedini čimbenici djeluju na donošenje odluke o izboru i kreirati model izbora prodavaonice (koji se sastoji od defi niranih kriterija) koji će domaćim maloprodajnim poduzećima osigurati smjernice za kreiranje potencijalne strategije za postizanje konkurentske prednosti na tržištu.The store choice process is the function of a set of consumer characteristics and sto-re attributes. There is a wide range of attributes which are important to consumers when deciding where to shop. Those attributes interact between each other and with the store choice process as well. In order to make the process more understandable, various store choice models were developed. The main purpose of this paper is to identify the attributes of store choice which are the most important for the Croatian consumers. Also, the author tries to discover the manner and intensity by which specifi c attributes affect the process of decision making and to develop the model which consists of those attributes. Croatian retailers can use this model to create strategy which will help them to attract consumers better than their competitors and to obtain competitive advantage on the market

SMALL BUSINESS: THE SOURCE OF ECONOMIC PROGRESS OF CROATIA

Autorica je nastojala istaknuti značenje uloge malog i srednjeg poduzetništva u ukupnom gospodarskom razvitku Hrvatske i pokušala odgovoriti na pitanje je li situacija u Hrvatskoj takva da se može održati u utvrdi punoj neizvjesnosti kako možemo opisati poduzetništvo ili još uvijek nema adekvatne institucionalne, tehnološke, pravne i financijske podrške ovom sektoru gospodarstva?In accordance with the importance of small and medium-sized entreprises in global economic development the author tried to point out and answer a question whether the situation in Croatia is such a one that it can keep itself in the race full of uncertaintv or whether there is inadequate institutional, technological, legal and financial support to this sector of economy

CONSUMERS\u27 WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA

Taking into consideration growing concerns about conventional agricultural practices, food safety, human health, animal welfare and the environment, the main goal of this paper is to identify the predictors of consumers\u27 willingness to buy organic food and to pay a premium price for it. The research was conducted on a representative sample of respondents in the Republic of Croatia, a growing organic food market, using a highly structured questionnaire. Research results indicate that respondents in Croatia perceive organic food as more expensive, healthier and tastier than conventional food; also, they believe that the origin of organic food is strictly controlled. The results of hierarchical regression analysis indicate that higher monthly household income predicts a greater willingness to pay (WTP) a higher price for organic food compared to conventional food. Also, perception of organic food as healthier and tastier than conventional food predicts a greater WTP a higher price for organic food compared to conventional products. It is expected that research results will be useful for food retailers in their market communication strategies towards further development and overall growth of the organic food market in Croatia. This research is one of its kind as it captures WTP a premium price for organic food and identifies the main factors influencing WTP a premium price for organic food on the growing Croatian market

THE RESULTS OF EMPIRICAL RESEARCH ON FAMILY BUSINESS IN CROATIA

U radu su predočeni nalazi četverogodišnjega istraživanja o nekim aspektima hrvatskoga obiteljskoga poduzetništva, kao što su: spolna struktura nositelja projekata obiteljskog poduzetništva, krediti i zaposlenici prema spolnoj strukturi nositelja projekata, formalno obrazovanje nositelja projekata, pravni oblici projekata obiteljskog poduzetništva, oblici jamstava traženih kredita i područja djelatnosti projekata obiteljskog poduzetništva. Istraživanje je provedeno na cjelokupnoj populaciji reflektanata na poticajne kredite Hrvatske banke za obnovu i razvitak iz Programa kreditiranja za poticanje zasnivanja maloga poduzetništva. O ciljnoj populaciji i uzorkovanju potrebno je napomenuti da je u četiri godine obuke bilo ponuđeno ukupno 1.699 projekata malog poduzetništva iz navedenoga Programa. Projekti obiteljskog poduzetništva sudjelovali su u tome sa 39,67% (674 projekta), u tome su žene (nositeljice projekata) ponudile ukupno 483 projekta, od kojih je bilo 195 (ili 40,37%) projekata obiteljskog poduzetništva, a muškarci su (nositelji projekata) ponudili ukupno 1.216 projekata, od kojih je bilo 479 (ili 39,39%) projekata obiteljskog poduzetništva.The work contains the fi ndings after four year long research in some aspects of Croatian family business i.e. the family business principal`s sex structure, employees according to the principal`s sex structure, loans, the principal`s formal education, family business legal forms, forms of collateral for loans applied for, and the range of activities covered by family business projects.The research has been made on the whole population of prospective takers of promotive loans offered by the Croatian Bank for Reconstruction and Development from their Program of fi nancing the promotion of small business establishment. As regards the target population and sampling, it is important to note that during the four years of education a total of 1,699 small business projects were offered from the mentioned Program. 39.67% of it were family business projects (674 projects); women as project principals offered a total of 483 projects, 195 (40.37 %) of which were family business projects, whereas men as project principals offered a total of 1,216 projects, 479 (39.39 %) of which were family business projects

THE QUALITY OF THERMAL CENTRES OF HRVATSKO ZAGORJE REGION

Republika Hrvatska sa svojim očuvanim okolišem i raznolikim prirodnim ljepotama na malom prostoru posjeduje izrazitu komparativnu prednost pred ostalim turističkim destinacijama na europskom Sredozemlju. Glavni motivi dolaska turista u Hrvatsku još uvijek su "more i sunce" tj. dugačka, razvedena obala i mediteranska klima, iako Hrvatska obiluje raznolikošću prirodnih i društvenih turističkih resursa i u svom kontinentalnom dijelu. Međutim, promjene u zahtjevima potencijalnih turista dovele su i do promjene u razmišljanjima turističkih djelatnika koji sve više uviđaju nužnost implementacije kvalitete u svim segmentima svog djelovanja, a posebice na području usluga. U ovom su radu prikazane specifičnosti jednog od rastućih oblika turizma – termalnog turizma, i to kroz istraživanje zadovoljstva kvalitetom ponuđenih usluga u termalnim centrima Hrvatskog zagorja: Krapinske, Tuheljske i Stubičke toplice, te Terme Jezerčice. Rezultati istraživanja ukazali su na visok stupanj zadovoljstva ispitanika kvalitetom usluge u hotelima (koji nude usluge termalnog turizma), ali i visok stupanj nezadovoljstva vanpansionskom ponudom.Republic of Croatia with its preserved environment has distinct advantage in comparison to all other tourist destinations in the Mediterranean. Although Croatia has various natural and social tourist resources in its continental part, the main reasons for visiting Croatia, for many people, are „blue sea and the bright sun“, as well as long well-indented coast with a specific Mediterranean climate. However, some changes in tourists\u27 needs led to changes in tourists\u27 workers opinions as they began to understand the necessity of implementation of quality in all segments of the business - particularly in the service area. This paper shows characteristics of one type of tourism – thermal spa. They are presented through the study of the quality satisfaction level with the offered services in the thermal centres Hrvatsko zagorje region: Krapinske, Tuheljske, Jezerčice and Stubičke spa. The results of the study point out very high level of respondents\u27 satisfaction with the quality of services offered in hotels, and the high level of dissatisfaction with services offered out of hotels

Evolving Food Marketing Systems in Recovering Economies: Some Lessons from Croatia’s Gavrilović and Emerging ‘Oldies-but-Goodies’

A well-functioning food marketing system contributes greatly to domestic socio-economic development and global connectivity during periods of recovery and/or transition. Gavrilović, an established and historically successful company, i.e., an “Oldie-but-Goody,” is a case study in survival and adaptation; ultimately perhaps a model for other food marketing companies that must overcome rigorous geographical, social, political and economic challenges. This paper discusses food marketing systems and their development, provides a brief overview of Croatia’s food marketing system, and shares some lessons and best practices from Gavrilović

ISTRAŽIVANJE O POTROŠAČKOM PRIHVAĆANJU ELEKTRONIČKE MALOPRODAJE PUTEM MODELA PRIHVAĆANJA TEHNOLOGIJE (TAM)

Following the approach of Pavlou (2003), we investigate key drivers for consumers` electronic retailing (e-tailing) acceptance that are integrated into TAM (technology acceptance model). TAM is one of the better known models for explaining the intention to use technology and it integrates two perceptions: usefulness and ease of use. The main purpose of this paper is to explore the relationship between perceived ease of use and perceived usefulness in accepting e-tailing among Croatian consumers. In particular, the focus of the paper is on the areas which infl uenced customer commitment and loyalty in e-tailing. The results of the quantitative study among Croatian consumers show that electronic retailing, e.g. purchasing via the Internet, would enhance consumers` effectiveness in getting product information and their effectiveness in purchasing products.Slijedeći pristup Pavloua (2003.), istražujemo ključne pokretače prihvaćanja elektroničke maloprodaje (eng. e-tailing) od strane potrošača, koji su integrirani u TAM (model prihvaćanja tehnologije, eng. technology acceptance model). TAM je jedan od poznatijih modela kojim se objašnjava namjeru korištenja tehnologije, te integrira dvije percepcije: korisnost i lakoću korištenja. Glavna svrha ovog rada je istražiti odnos između percipirane lakoće korištenja i percipirane korisnosti za prihvaćanje elektroničke maloprodaje među hrvatskim potrošačima. Rad se posebno usredotočuje na područja koja utječu na privrženost i vjernost kupca u elektroničkoj maloprodaji. Rezultati kvantitativne studije među hrvatskim potrošačima pokazuju da bi elektronička maloprodaja, npr. kupovina putem Interneta, povećala djelotvornost u pribavljanju informacija o proizvodu, kao i djelotvornost u kupnji proizvoda