Naslov
Uloga dizajna proizvoda u stvaranju lojalnosti prema novim tehnologijama
(The Role of Product Design in Creating Loyalty to New Technologies)

Autori
Perkušić Malkoč, Danijela ; Rakušić Cvrtak, Katja ; Krolo Crvelin, Anita

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Conference Proceedings of the International scientific and professional conference CIET2014 / - , 2014, 54-65

Skup
International scientific and professional conference CIET2014

Mjesto i datum
Split, Hrvatska, 19.06.2014. - 21.06.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
dizajn prilagođen korisniku, pametni telefoni, iPhone
(user centered design, smart phones, iPhone)

Sažetak
All companies want to have satisfied and loyal customers, but achieving it is not so easy especially in highly competitive markets like those of new technologies. So, the question is what kind of product design, what kind of marketing strategy a company has to set up to create loyal customers. We have conducted 3 focus groups and a survey among 46 students of the Faculty of Professional studies on a subject of mobile phones in order to find out which characteristics of mobile phones are crucial for their decision to stay loyal to a certain brand. We have noticed that loyalty to the iPhone and Samsung smart phones is much greater than to other brands. Analyzing their product and marketing strategies we came to conclusion about key success factors in achieving loyalty to new technologies.

Izvorni jezik
Engleski

POVEZANOST RADA