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Diplomski Sveučilišni Studij Poslovne Ekonomije – Trgovina

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Diplomski Sveučilišni Studij Poslovne Ekonomije – Trgovina Sveučilište u Zagrebu Ekonomski fakultet Diplomski sveučilišni studij poslovne ekonomije – Trgovina ZADOVOLJSTVO KORISNIKA USLUGAMA NISKOTARIFNIH AVIOKOMPANIJA U REPUBLICI HRVATSKOJ Diplomski rad Andrea Kapović Zagreb, rujan 2017. Sveučilište u Zagrebu Ekonomski fakultet Diplomski sveučilišni studij poslovne ekonomije – Trgovina ZADOVOLJSTVO KORISNIKA USLUGAMA NISKOTARIFNIH AVIOKOMPANIJA U REPUBLICI HRVATSKOJ CUSTOMER CONTENTMENT WITH LOW COST AIRLINE SERVICES IN REPUBLIC OF CROATIA Diplomski rad Andrea Kapović, 0067433195 Mentor: Doc. dr. sc. Dora Naletina Zagreb, rujan 2017. ZADOVOLJSTVO KORISNIKA USLUGAMA NISKOTARIFNIH AVIOKOMPANIJA U REPUBLICI HRVATSKOJ SAŽETAK Sadašnje stanje na zrakoplovnom trţištu karakterizira prisutnost izrazito jake konkurencije i brze promjene trţišnih uvjeta. U takvom okruţenju uspijevaju samo kompanije koje se brzo i učinkovito prilagoĎavaju i mijenjaju. Djelotvorne promjene omogućuju razvoj i uspjeh, a ulaganje u razvoj i razlikovanje od drugih jedini su put opstanka. Liberalizacija hrvatskog zrakoplovnog trţišta posljednjih godina znatno je utjecala na povećanje potraţnje u meĎunarodnom redovnom putničkom prometu, čime zrakoplovno okruţenje u Hrvatskoj postaje sve zahtjevnije i dinamičnije. Dolaskom niskotarifnih avioprijevoznika u Hrvatsku, putnici imaju veći izbor nego ikad prije. Cilj ovog rada je ukazati na dinamiku i slojevitost zrakoplovnog trţišta u cjelini. Očito je da primjena poslovnih niskotarifnih strategija ima sve značajniji utjecaj na gospodarstvo. Rezultati provedenog primarnog istraţivanja pokazuju da putnici koji putuju niskotarifnim aviokompanijama veliku vaţnost pridaju cijeni te su izrazito zadovoljni uslugom koju su dobili za plaćenu cijenu karte. Ključne riječi: zračni prijevoz, niskotarifne aviokompanije, zračne luke, liberalizacija, zadovoljstvo korisnika ABSTRACT The current situation on the aviation market is characterized by the presence of extremely strong competition and rapid changes in market conditions. Only companies that adapt and change quickly and effectively will succeed in such an environment. Effective changes allow development and success, and investing in development and differentiation comparing to others, are the only signs of survival. Liberalization of the Croatian aviation market in recent years has considerably increased demand in international regular passenger traffic, making the aviation environment in Croatia increasingly demanding and dynamic. With the arrival of low cost airlines in Croatia, passengers have a greater choice than ever before. The aim of this paper is to point to the dynamics and the complexity of the aviation market in general. It is obvious that the application of low cost strategies has an increasingly significant impact on the economy. The results of the primary research show that passengers of low cost airlines pay great attention to the price and they are very satisfied with the service they received for the paid ticket price. Key words: air transport, low cost airlines, airport, liberalization, customer contentment Sadržaj 1. UVOD .......................................................................................................................... 1 1.1. Predmet i cilj rada ........................................................................................................ 1 1.2. Izvori podataka i metode prikupljanja ......................................................................... 1 1.3. Sadrţaj i struktura rada ................................................................................................ 2 2. OBILJEŢJA ZRAČNOG PRIJEVOZA .............................................................................. 3 2.1. Definiranje zračnog prijevoza ..................................................................................... 3 2.2. Povijesni razvoj zračnog prijevoza .............................................................................. 3 2.3. Zračni prijevoz u svijetu i u Europskoj uniji ............................................................... 9 3. UTJECAJ LIBERALIZACIJE NA POSLOVANJE ZRAČNIH PRIJEVOZNIKA ........ 15 3.1. Općenito o niskotarifnim zrakoplovnim kompanijama ............................................. 15 3.1.1. Niskotarifne zrakoplovne kompanije u SAD-u i u Europi ................................. 16 3.1.2. Strategije u niskotarifnom zračnom prijevozu putnika .............................................. 23 3.2. Modeli organizacije niskotarifnih zrakoplovnih kompanija u svijetu ....................... 27 3.2.1. Smanjivanje troškova u poslovanju niskotarifnih aviokompanija ..................... 32 3.3. Usporedba niskotarifnih i konvencionalnih zrakoplovnih prijevoznika .................... 34 3.4. Niskotarifni zračni promet u Hrvatskoj ..................................................................... 36 3.4.1. Zračne luke u Hrvatskoj ..................................................................................... 37 3.4.2. Budućnost niskotarifnog zračnog prometa u svijetu i u Hrvatskoj ........................... 58 4. ISTRAŢIVANJE ZADOVOLJSTVA KORISNIKA USLUGAMA NISKOTARIFNIH AVIOKOMPANIJA ................................................................................................................. 61 4.1. Pregled postojećih istraţivanja .................................................................................. 61 4.2. Instrument istraţivanja .............................................................................................. 63 4.3. Rezultati istraţivanja ................................................................................................. 63 4.4. Ograničenja i preporuke za buduća istraţivanja ........................................................ 74 5. ZAKLJUČAK ................................................................................................................... 76 POPIS LITERATURE ............................................................................................................. 77 POPIS SLIKA .......................................................................................................................... 80 POPIS TABLICA ..................................................................................................................... 81 POPIS GRAFIKONA .............................................................................................................. 82 POPIS PRILOGA ..................................................................................................................... 83 ŢIVOTOPIS ........................................................................................................................... 102 1. UVOD 1.1. Predmet i cilj rada Posljednjih godina zračni prijevoz se snaţno razvija. Glavne uzroke svakako treba potraţiti u tehnološkim promjenama koje su omogućile pad cijena usluga u zračnom prijevozu i smanjenje troškova poslovanja zrakoplovnih kompanija. Sve su to karakteristike niskotarifnih aviokompanija koje, okrećući se zadovoljenju individualnih ţelja potencijalnih putnika, zauzimaju sve veći udio na trţištu zračnog prijevoza. U ovom radu objašnjava se razvoj zračnog prijevoza u svijetu i u Europi s posebnim naglaskom na Republiku Hrvatsku. Pojašnjava se uloga niskotarifnih aviokompanija i usporeĎuju se karakteristike poslovanja istih u odnosu na konvencionalne zrakoplovne prijevoznike. Analizira se kretanje broja putnika u zračnom prijevozu, prvenstveno na svjetskoj razini, zatim na razini svake od sedam zračnih luka u Republici Hrvatskoj. Cilj ovog rada je ukazati na dinamiku i slojevitost zrakoplovnog trţišta u cjelini. Pored toga, svrha je analizirati trţište niskotarifnih zračnih prijevoznika i promjene na tom trţištu, osobito u Hrvatskoj. U sklopu ovog rada provedeno je primarno istraţivanje u sklopu kojeg su analizirani učestalost, zadovoljstvo i iskustva putnika koji su koristili ponude odreĎenih niskotarifnih aviokompanija u Republici Hrvatskoj. 1.2. Izvori podataka i metode prikupljanja Prilikom izrade teorijskog dijela diplomskog rada, a s ciljem objašnjenja pojmova zračnog prijevoza i niskotarifnih aviokompanija korišteni su sekundarni podaci iz različitih knjiga, znanstvenih članaka i web izvora. Podaci iz sekundarnih izvora analizirani su metodama indukcije i dedukcije, analize i sinteze; dok je problem istraţivanja opisan metodom deskripcije. Za potrebe prikupljanja primarnih podataka provedeno je kvalitativno i kvantitativno istraţivanje, a kao instrument je korišten jednostavni anketni upitnik. 1 1.3. Sadržaj i struktura rada Rad je podijeljen u pet poglavlja. Prvo poglavlje je uvod u rad u kojem se opisuju korištene metode istraţivanja te izvori podataka u radu, kao i ciljevi rada te struktura rada. Drugo poglavlje kroz tri potpoglavlja definira pojam zračnog prijevoza, prikazuje povijesni razvoj kroz procese liberalizacije zračnog prijevoza u svijetu i u Europi te pojašnjava konvencije i meĎunarodne organizacije koje su bile zasluţne za definiranje temeljnih principa u meĎunarodnom zračnom prometu. TakoĎer se analizira kretanje broja putnika u zračnom prometu u svijetu i u Europi. Treće poglavlje razraĎeno je u četiri potpoglavlja kroz koje se daje uvid u pojam niskotarifnih aviokompanija, detaljnije se analiziraju četiri najpoznatije te se pojašnjavaju poslovne strategije niskotarifnih aviokompanija. U drugom potpotpoglavlju objašnjeni su modeli organizacije niskotarifnih aviokompanija te kako je došlo do smanjenja troškova u poslovanju istih. Poglavlje završava analizom stanja niskotarifnog zračnog prijevoza
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