Selinšek, Aleksandra

Glavni namen pričujočega dela je prispevati k znanjem s področja zaznane vrednosti izdelka ter osvetliti povezave med vplivnimi dejavniki in zaznano vrednostjo izdelkov ter njenimi posledicami. V doktorski disertaciji podamo celovit in sistematičen pregled teorije o zaznani vrednosti izdelka in na tej podlagi oblikujemo model zaznane vrednosti izdelka, ki ga preverimo na primeru uporabnikov bančnih storitev poslovnih bank v Sloveniji.
Vrednost izdelka je široko uporabljen koncept, ki ga uporabljajo različne discipline v poslovnih vedah, kot npr. računovodstvo, finance, proizvodni menedžment in seveda tudi marketing (Ulaga 2001, 527). S trendi, kot so globalizacija, specializacija in naraščajoča konkurenca, se spreminja tudi vloga odjemalca. Ta danes ni več le klasičen kupec in uporabnik izdelkov, temveč postaja aktiven sodelavec pri oblikovanju, razvijanju in ponujanju izdelkov (Wang in soavtorji 2004, 171). Posledica tega je, da morajo organizacije zdaj veliko bolje poznati odjemalca kot v preteklosti. Za to potrebujejo poglobljeno razumevanje koncepta zaznane vrednosti izdelka, česar se večina vodilnih, svetovno znanih podjetij tudi zaveda, saj je kreiranje superiorne vrednosti izdelka za odjemalca edina pot, ki zagotavlja dolgoročen uspeh na trgu. ...The main purpose of the present work is to contribute to perceived product value knowledge and to illuminate relationships between antecedents and consequences of perceived product value. In our doctoral dissertation, a holistic and systematic review of perceived value theory is given. On the basis of theoretical examination, a perceived product value model is developed and empirically tested on the retail banking services sector in Slovenia.
The value concept is widely used in various disciplines, such as in economics, accounting, finance, production management, as well as in marketing (Ulaga 2001, 527). Emerging trends, such as globalization of competition, national and international trade liberalization, market saturation and overcapacities, the pace of technological and other innovations, increasing customer expectations, consumerism and others propel the importance of perceived product value. With these trends the role of customers changes from that of mere consumers to a multi-faceted role that comprises consumer, cooperator, co-producer and co-creator of value, which implies a much more important role for the customer than ever before (Wang et al. 2004, 171). Consequently, firms must seek to retain existing customers and attract new customers using targeted value creation activities. To do so, firms require an in-depth understanding of the underlying dimensions of customer value, because the creation of long-term superior customer value is the only secure way to achieve sustainable success in today’s competitive environment. ..

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Oblikovanje in empirično preverjanje modela zaznane vrednosti izdelka : doktorska disertacija

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Oblikovanje in empirično preverjanje modela zaznane vrednosti izdelka : doktorska disertacija

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Digital library of University of Maribor