| Abstract | Tehnologija ljudima pruža sigurnost da u svakom trenutku budu informirani, upućeni i educirani te da osjećaju kako pripadaju svjetskoj zajednici. Devedesetih godina prošlog stoljeća ljudi su često govorili o nepotrebnosti „novih izuma“ koji su naglo stigli u naše prostore kao što su internet, mobilni telefoni, SMS poruke, CD i slično. U početku su ta dobra bila dostupna i razumljiva samo onima koji su mogli platiti njihovu visoku cijenu dok ostali nisu mogli shvatiti kako bi to moglo koristiti ljudima, ne sluteći da je to zapravo bio samo početak.
Samo desetak godina kasnije dogodio se veliki preokret kada govorimo o tehnologiji. Internet je postao dostupan gotovo svima, pojavili su se prvi pametni telefoni, a najveći korak dogodio se pojavom društvenih mreža. Nastaje svijet apsolutne dostupnosti informacija, znanja te svijet potrošačkog društva. Mlađe generacije, kada traže određenu informaciju, najčešće polaze od internetskog preglednika gdje očekuju da će naći poveznicu koja će ih dovesti do traženog rješenja i vrlo često im je Internet glavni alat za dobivanje informacija.
Usluge su svuda oko nas i pružaju se u vrlo različite svrhe koje su nam svakodnevno potrebne. Sve se više razvijaju u smjeru da budu što ugodnije, prihvatljivije i isplativije korisniku, no one mu često oduzimaju vrlo mnogo dragocjenog vremena. Korisnici sve više zahtijevaju i žele da usluga bude njima prilagođena, odnosno, personalizirana. Zato su se pružatelji usluga dosjetili kako bi neke od svojih usluga mogli pružati putem interneta kako bi one bile dostupne baš svima u svakom trenutku i uz sve pripadajuće informacije. Tu počinje „era e-usluga“.
Privatna poduzeća započela su sa pružanjem e-usluga, a njihov su primjer počela slijediti i javna poduzeća te razne institucije kako bi se što bolje približili shvaćanju svojih korisnika i kako bi mogli prikupiti što više podataka o njima te ih iskoristiti u svrhe poboljšanja usluge. Zbog velikog broja informacija koje se mogu pronaći na internetu, korisnici su često zbunjeni oko toga koja je informacija najtočnija i najaktualnija te često pogriješe kada rješavaju neka važna pitanja. Zato su poduzeća, institucije, gradovi i općine formirale posebne mrežne stranice na kojima se nalaze njihove e-usluge i gdje njihovi korisnici mogu pronaći točne informacije koje ih zanimaju ili se obratiti nadležnoj osobi za rješavanje određenog pitanja.
U ovom se diplomskom radu govori o e-uslugama grada Čakovca koji je jedan od manjih gradova u Republici Hrvatskoj ali grad u razvoju koji neprestano raste i nastoji svojim građanima omogućiti što ugodniji život u gradu. Autorica diplomskog rada najprije objašnjava općenito o marketingu usluga te o e-uslugama, njihovim posebnostima i značaju, a zatim taj teoretski dio objašnjava kroz stvarne e-usluge grada Čakovca koje on pruža.
Sljedeće se poglavlje diplomskog rada odnosi na zadovoljstvo korisnika, odnosno, kako postići da korisnici budu lojalni te kako ih kao takve zadržati, kako privući nove korisnike i zašto je to potrebno učiniti kada govorimo o pružanju usluga korisnicima. Na temelju tog teoretskog dijela, autorica predlaže način istraživanja tržišta koji provodi na uzorku od 73 osobe sa prilagođenim pitanjima u svrhu prikupljanja informacija o temi koja se odnosi na važnost istraživanja zadovoljstva građana e- uslugama grada na primjeru Grada Čakovca. Naposljetku se informacije pretvaraju u podatke te se dobiveni rezultati interpretiraju, a autorica predlaže moguća rješenja i ideje za poboljšanje e-usluga.
Uslužna tržišta u smislu odnosa ponude i potražnje, konkurentskog okružja te kupčeva odlučivanja o kupnji, danas su oblikovana i pod utjecajem više značajnih snaga koje jesu vladina politika, društvene promjene, poslovni trendovi, napredak informacijske tehnologije i globalizacija.
Najrazvijenije zemlje svijeta već desetljećima razvijaju informacijsko društvo koje se temelji na znanju, informacijama, inovacijama i poduzetništvu. Prostor digitalnih tehnologija neprestano se mijena i postaje sve više interaktivan i informativan.
Internet je postao industrija budućnosti i temeljna infrastruktura društva. Mreža je postala središnji oblik i medij svih vrsta političkog, ekonomskog, društvenog i privatnog djelovanja. Gotovo je nemoguće zamisliti današnji svijet bez tehnologije, interneta i bez povezanosti te dostupnosti informacija u svakom trenutku. Zbog snažnog razvoja internet je mnogima omogućio i olakšao svakodnevni život. E-usluge su zapravo usluge koje se pružaju na internetu dakle, e-usluge se tako mogu definirati kao osnovna sastavnica marketinškog spleta koja predstavlja zbroj pogodnosti koje zadovoljavaju korisnikove potrebe i potrebe organizacija, a koje su krajnji korisnici spremni platiti.
Zadovoljstvo korisnika kao i njihova lojalnost smatraju se jednim od najvažnijih marketinških koncepata današnjice. Pružatelji usluga moraju znati da zadovoljni i lojalni korisnici donose prihode ali i indirektno nove korisnike usluga. Zadovoljstvo se može promatrati kao ispunjenje očekivanja te kreiranje i održavanje pozitivnih stavova što rezultira nastavkom održavanja odnosa s pružateljem usluga. Osjećaj zadovoljstva ili razočarenja uslugom nastaje kao rezultat usporedbe percipiranih karakteristika proizvoda u odnosu na očekivanja pojedinca.
Grad Čakovec je grad koji se nalazi u sjevernoj Hrvatskoj i ujedno je i glavni grad Međimurske županije, regije koja se nalazi između rijeka Mure i Drave. Čakovec je upravno, gospodarsko i kulturno središte Međimurske županije. Broji oko 17.000 stanovnika, a otprilike ih isto toliko živi u okolnim naseljima Ivanovec, Krištanovec, Kuršanec, Mačkovec, Mihovljan, Novo Selo na Dravi, Novo Selo Rok, Savska Ves, Slemenice, Šandorovec, Štefanec, Totovec i Žiškovec koja također spadaju pod gradsku upravu Grada Čakovca.
E- usluge koje Grad Čakovec može ponuditi jesu:
1. E-savjetovanje
2. E-redar i prijava nereda
3. E-bicikli
4. E-uprava
5. E-dozvola
6. Savjet mladih
Način na koji su se prikupljali podaci prilikom ovog istraživanja bio je anketni upitnik. Anketni upitnik sastoji se od niza pitanja koja se postavljaju ispitaniku i od prostora za odgovore koje upisuju ili anketar ili ispitanik. Istraživanje upitnikom je toliko dobro koliko su dobro postavljena njegova pitanja. Cilj upitnika je pretvaranje informacija koje traži istraživač u skupinu specifičnih pitanja na koja ispitanici mogu i hoće odgovoriti. Upitnik se sastojao od 19 pitanja za koje je bilo potrebno izdvojiti manje od 5 minuta vremena. Svi odgovori koje su ispitanici dali bili su anonimni. Ključna podjela ispitanika bila je prema dobnim skupinama. Istraživanje se provodilo putem društvene mreže Facebook koristeći Google Forms kao obrazac za izradu upitnika. Facebook grupe u kojima je upitnik bio podijeljen jesu Čakovčanke i Čakovčanci te na Facebook stranici Fakulteta u Čakovcu.
Također, upitnik je bio proslijeđen i privatnim osobama sa područja Čakovca i okolice koje su starije od 45 godina.
Upitnik je proslijeđivan isključivo u digitalnom obliku iz razloga tematike koju istražuje, a koja jest e-usluge. Osobe koje se ne znaju služiti računalom nisu bile podvrgnute ispitivanju kao niti osobe mlađe od 18 godina. Cilj istraživanja bio je istražiti informiranost građana o e-uslugama kao i njihovo zadovoljstvo e-uslugama Grada Čakovca te korištenje e-usluga Grada Čakovca. Namjera istraživanja bila je prikupiti podatke od građana iz Grada Čakovca i njegove okolice o načinima na koji možemo poboljšati svakodevicu građana i olakšati im velik broj poslova i obaveza koje moraju izvršiti sukladno vremenu informatiziranosti u kojem živimo. Anketa je provedena na slučajnom uzorku od 73 dobrovoljnih ispitanika. |
| Abstract (english) | Technology enables people to be informed and educated at all times and to feel they belong to the world community. In the 1990s, people often talked about how they don`t need "new inventions" that suddenly came to our lives, such as the Internet, mobile phones, SMS messages, CDs, etc. Initially, this goods was accessible and understandable only to those who could pay their high price while others could not figure out how it could be usefull to people, not believing it was just the beginning.
Only a decade later there was a big turning point when we talk about technology. The Internet became available to almost everyone, the first smart phones appeared, and the biggest step was the emergence of social medias. There is a world of absolute availability of information, knowledge and the consumer society world. Younger generations, when looking for specific information, usually start from an internet browser where they expect to find a link that will lead them to the required solution.
Services are all around us and are provided for the very different purposes that we need every day. They are increasingly developing in the direction of being as comfortable, responsive and cost-effective to the user, but they often take away a lot of precious time. Users are increasingly demanding and want the service to be customized or personalized. That's why service providers have come up to offer some of their services over the Internet to make it accessible to everyone at any time and with all the relevant information. There begins the "era of e-service".
Private companies have started providing e-services, and their example has begun to follow public companies and various institutions to get closer to the understanding of their users and to gather as much information as possible and to use them for the purpose of improving the service. Due to the large number of information available on the internet, users are often confused about what information is most accurate. That is why companies, institutions, cities etc. have created special web pages where their e-services are located and where their users can find the correct information they are interested in or contact a competent person to resolve a particular issue.
This graduate thesis focuses on e-services of the city of Čakovec, which is one of the small cities in the Republic of Croatia but a developing city that is constantly growing and strives to provide its citizens with the most enjoyable life in the city. The author of the graduate thesis first explains in general about the marketing of the services and the e-services, their particulars and importance, and then explains the theoretical part through the real e-services of the city of Čakovec which it provides.
The next chapter of graduate thesis deals with customer satisfaction, that is, how to make users loyal and how to keep them, how to attract new users, and why it is necessary to do so when we talk about providing customer service. Based on this theoretical part, the author suggests a market research method that runs on a sample of 73 people with customized questions for the purpose of gathering information on the topic related to the importance of citizen satisfaction about e-services of the city on the example of the City of Čakovec. Finally, information is converted into data, and the results are interpreted, and the author suggests possible solutions and ideas for improving e-services.
Service markets in terms of supply and demand, a competitive environment and buyers of purchasing decisions have been shaped today under the influence of more significant forces that are government policy, social change, business trends, information technology advancement and globalization.
The world's most developed countries have been developing an information society based on knowledge, information, innovation and entrepreneurship for decades. The space of digital technology is constantly changing and becoming more and more interactive and informative.
The Internet has become the future industry and core infrastructure of society. The network has become the central form and medium of all kinds of political, economic, social and private action. It is almost impossible to imagine today's world without technology, the Internet and without connectivity and availability of information at all times. Because of its strong development, the internet has made it easier for many to make everyday life easier. E-services are actually services that are provided on the Internet, so e-services can be defined as the basic component of a marketing that represents the sum of benefits that meet the user's needs and needs of the organization, which the end users are willing to pay.
Customer satisfaction as well as loyalty are considered to be one of the most important marketing concepts of today. Service providers need to know that satisfied and loyal users are not just generating revenue but indirectly attract new service users. Satisfaction can be seen as fulfillment of expectations and the creation and maintenance of positive attitudes resulting in continued maintenance of the relationship with the service provider. The feeling of satisfaction or disappointment with the service results from a comparison of the perceived characteristics of the product with respect to the expectations of an individual.
The city of Čakovec is a city located in northern Croatia and is also the capital of the Međimurje County, a region located between the Mura and Drava rivers. Čakovec is the administrative, economic and cultural center of the Međimurje County. There are about 17,000 inhabitants, and about the same number of people are living in the surrounding villages of Ivanovec, Krištanovec, Kuršanec, Mačkovec, Mihovljan, Novo Selo on Drava, Novo Selo Rok, Savska Ves, Slemenice, Šandorovec, Štefanec, Totovec and Žiškovec administration of the City of Čakovec.
The e-services that the City of Čakovec can offer are E-consultancy, E-reports, E-bikes, E-government, E-license and The Council of Youth.
The manner in which data were collected during this research was a questionnaire survey. The survey questionnaire consists of a series of questions that are asked to respondents. Questionnaire research is as good as its questions are well placed. The main purpuse of the questionnaire is to transform the information by the researcher into a group of specific questions that respondents may and will respond. The questionnaire is consisted of 19 questions for which it was necessary to take less than 5 minutes of time. All responses given by the respondents were anonymous. The key division of the respondents was according to age groups. The research was conducted through social network Facebook using Google Forms as a questionnaire form. The Facebook groups in which the questionnaire was divided were Čakovčanke and Čakovčanci and on the Facebook page of the Faculty of Čakovec.
The questionnaire was also forwarded to private persons from Čakovec and surrounding areas who are older than 45 years.
The questionnaire is transmitted exclusively in digital form due to the topic being investigated, which is e-services. People who do not know how to use a computer have not been subjected to testing as well as persons under the age of 18. The aim of the research was to investigate citizens' e-services information as well as their satisfaction with e-services of the City of Čakovec and the use of e-services of the City of Čakovec. The purpose of the research was to collect information from citizens of Čakovec City and its surroundings on how we can improve the daily lives of citizens and facilitate them a large number of jobs and obligations that must be made according to the time of informatization in which we live. The survey was conducted on a random sample of 73 volunteers. |
