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Pregled bibliografske jedinice broj: 1142429

CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL

Krajnović, Aleksandra; Bosna, Jurica; Tomljenović, Snježana
CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL // ACCOUNTING AND MANAGEMENT - A&M RAČUNOVODSTVO I MENADŽMENT - RiM 22nd International Scientific and Professional Conference 22. međunarodna znanstvena i stručna konferencija Proceedings from the International Scientific and Professional Multipoint Video Conference Zbornik radova s međunarodne znanstvene i stručne multipoint video konferencije Svezak I. – znanstveni radovi / Jurić, Đurđica ; Pušar Banović, Dolores (ur.).
Zagreb, 2021. str. 9-20 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)

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Naslov
CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL

Autori
Krajnović, Aleksandra ; Bosna, Jurica ; Tomljenović, Snježana

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

Izvornik
ACCOUNTING AND MANAGEMENT - A&M RAČUNOVODSTVO I MENADŽMENT - RiM 22nd International Scientific and Professional Conference 22. međunarodna znanstvena i stručna konferencija Proceedings from the International Scientific and Professional Multipoint Video Conference Zbornik radova s međunarodne znanstvene i stručne multipoint video konferencije Svezak I. – znanstveni radovi / Jurić, Đurđica ; Pušar Banović, Dolores - Zagreb, 2021, 9-20

ISBN
978-953-7828-29-5

Skup
22. međunarodna znanstvena i stručna konferencija: Računovodstvo i menadžment (RiM)

Mjesto i datum
Zagreb, Hrvatska, 09.09.2021. - 10.09.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
service marketing, 7P marketing mix, customer convenience, service branding, brand market value

Sažetak
The services sector is a key factor in the modern economy, where the area of marketing and branding is still not sufficiently researched. In modern “dream society”, the brand is a means of trying to “sell the fulfilment of dreams” through emotional stories that affect the feelings and reason of the client, with the aim of gaining client loyalty. The concept of 7P marketing mix of services is the backbone for the differentiation of a service company, where the brand is extremely important because it is a source of competitive advantages. Elements of brand identity provide tangibility to the service and influence consumer awareness through the creation of unique and strong associations and feelings towards the service brand. The aim of this paper is to describe and highlight the specifics of modern service branding. Selected global brands from the service sector were analysed for additional 3P elements of the marketing mix (people, physical evidence and process) and also according to customer benefits. The analysis resulted in important insights into the key success factors of the analysed brands.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA

Projekti:
--IP.01.2021.07 - Mladi i ekonomija iskustva - nova paradigma i inovativni poslovni modeli (MLADCI) (Krajnović, Aleksandra) ( CroRIS)

Ustanove:
Sveučilište u Zadru

Profili:

Avatar Url Jurica Bosna (autor)

Avatar Url Aleksandra Krajnović (autor)

Poveznice na cjeloviti tekst rada:

Pristup cjelovitom tekstu rada hrvatski-racunovodja.hr

Citiraj ovu publikaciju:

Krajnović, Aleksandra; Bosna, Jurica; Tomljenović, Snježana
CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL // ACCOUNTING AND MANAGEMENT - A&M RAČUNOVODSTVO I MENADŽMENT - RiM 22nd International Scientific and Professional Conference 22. međunarodna znanstvena i stručna konferencija Proceedings from the International Scientific and Professional Multipoint Video Conference Zbornik radova s međunarodne znanstvene i stručne multipoint video konferencije Svezak I. – znanstveni radovi / Jurić, Đurđica ; Pušar Banović, Dolores (ur.).
Zagreb, 2021. str. 9-20 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Krajnović, A., Bosna, J. & Tomljenović, S. (2021) CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL. U: Jurić, Đ. & Pušar Banović, D. (ur.)ACCOUNTING AND MANAGEMENT - A&M RAČUNOVODSTVO I MENADŽMENT - RiM 22nd International Scientific and Professional Conference 22. međunarodna znanstvena i stručna konferencija Proceedings from the International Scientific and Professional Multipoint Video Conference Zbornik radova s međunarodne znanstvene i stručne multipoint video konferencije Svezak I. – znanstveni radovi.
@article{article, author = {Krajnovi\'{c}, Aleksandra and Bosna, Jurica and Tomljenovi\'{c}, Snje\v{z}ana}, year = {2021}, pages = {9-20}, keywords = {service marketing, 7P marketing mix, customer convenience, service branding, brand market value}, isbn = {978-953-7828-29-5}, title = {CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL}, keyword = {service marketing, 7P marketing mix, customer convenience, service branding, brand market value}, publisherplace = {Zagreb, Hrvatska} }
@article{article, author = {Krajnovi\'{c}, Aleksandra and Bosna, Jurica and Tomljenovi\'{c}, Snje\v{z}ana}, year = {2021}, pages = {9-20}, keywords = {service marketing, 7P marketing mix, customer convenience, service branding, brand market value}, isbn = {978-953-7828-29-5}, title = {CUSTOMER CONVENIENCE AS A FACTOR OF SERVICE BRANDING – A PROPOSAL FOR 8P SERVICES MARKETING MODEL}, keyword = {service marketing, 7P marketing mix, customer convenience, service branding, brand market value}, publisherplace = {Zagreb, Hrvatska} }

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