Prethodno priopćenje
CORPORATE IMAGE IMPACT ON THE COMPETITIVENESS OF THE SELECTED ENTERPRISE
Tina Mikičić
Marijana Šimundža
; Veleučilište VERN', Zagreb, Hrvatska
Sažetak
This paper deals with the influence of the current image of Rapska plovidba Plc. on its competitiveness as well as the question of whether the structuring, managing and investing in its image increase the current competitiveness of the company. For this purpose, a survey was designed for service users and employees of Rapska plovidba Plc., which examined their perception of the current image and their views on processes, physical environment, employees, distribution, promotion and price of services provided by the company. The listed items were examined in order to obtain a clearer representation of the current satisfaction with service, additional needs and desires of users and employees of the company. With the help of questions formed on the basis of the marketing mix, we obtained answers that indicate fundamental advantages and disadvantages, as well as the current brand image and business competitiveness of the company. The survey was completed by 195 respondents, out of which 165 respondents were service users, while 30 respondents were employees of Rapska plovidba Plc. The same questions for both groups of respondents resulted in answers from different perspectives, which improves and establishes the initial answers.
The data analysis shows that service users as well as employees are quite satisfied with the quality of services provided by Rapska plovidba Plc., which includes positive views on the process, physical environment, employees and service prices. On the other hand, all respondents mostly agree that Rapska plovidba Plc. should concentrate more on sales and distribution, as well as promotion. Such responses indicate unused opportunities of Rapska plovidba Plc. which have not been seized due to the lack of awareness of the brand image importance in achieving competitiveness. By taking care of the presentation to the public, improving communication channels, improving the service before its sale (web ticket sales, introduction of customer loyalty programme), it is possible to improve the current brand image, but also to improve the current business competitiveness.
Ključne riječi
corporate image; competitiveness; service company
Hrčak ID:
183449
URI
Datum izdavanja:
26.6.2017.
Posjeta: 1.922 *