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The influence of brand experiences on brand loyalty: A study on Air Serbia = Uticaj iskustva sa brendom na lojalnost prema brendu: Studija slučaja Air SerbiaMandarić, Marija, 1976- = Мандарић, Марија, 1976- ; Sekulić, Dejan, 1983- = Секулић, Дејан, 1983-Iskustvo sa brendom postalo je značajan faktor u postizanju lojalnosti prema brendu. Ovaj trend je posebno primetan u avio industriji. Avio kompanije posluju u veoma konkurentnim tržišnim okolnostima ... i orijentisane su na konstantno unapređenje u pružanju usluga. Iskustvo sa brendom utiče na lojalnost potrošača, direktno i indirektno kroz zadovoljstvo i poverenje u brend. Rad ima za cilj da istraži veze između iskustva putnika sa brendom Air Serbia i njihove lojalnosti prema brendu. Istraživanjem su obuhvaćeni stavovi 100 ispitanika koji su koristili usluge Air Serbia prethodne dve godine. Testiranje hipoteza u istraživanju sprovedeno je primenom korelacije i multiregresione analize. Rezultati su potvrdili značajne veze između varijabli u istraživačkom modelu. Dobijeni rezultati ukazuju na snažan uticaj iskustva putnika, poverenja i zadovoljstva putnika na lojalnost prema kompaniji Air Serbia.Source: БизИнфо [Електронски извор]. - ISSN 2406-2324 (Vol. 14, no. 1, 2023, str. 9-16.)Type of material - e-articlePublish date - 2023Language - englishCOBISS.SR-ID - 125896969
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| Year | Impact factor | Edition | Category | Classification | ||||
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| JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP | |
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| Database name | Field | Year |
|---|
| Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
|---|---|
| Mandarić, Marija, 1976- = Мандарић, Марија, 1976- | 10107 |
| Sekulić, Dejan, 1983- = Секулић, Дејан, 1983- | 10118 |
Source: Personal bibliographies
and: SICRIS
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