Analiza karakteristika taksi usluga kao preduslov njihovog unapređenja
Analysis of the Characteristics of Taxi Services as a Prerequisite for their Improvement
Apstrakt
Ekspanzija sektora usluga je karakteristika savremenih, razvijenih društava koja sve više utiče na nacionalne privrede. Zbog toga je analiza usluge kao pojma i marketinške kategorije od velike važnosti. U tom smislu rad istražuje jednu konkretnu uslugu-taksi uslugu, a na nivou glavnog grada Srbije. Putem istraživanja autori pokušavaju da definišu grupe korisnika taksi usluga, te njihove preferencije i stavove. Ispitivanje je izvršeno u periodu od maja do jula 2014. godine, u direktnom kontaktu sa korisnicima taksi usluga, a rezultati ispitivanja su potvrdili postavljene početne hipoteze i pružili mogućnost za dublji uvid u načine korišćenja taksi usluga i generalne okolnosti koje ih karakterišu u datom regionu. Na osnovu toga dati su predlozi za unapređenje taksi usluga i lakše dosezanje ciljnih grupa.
Abstract
The expansion of services sector is the characteristics of modern and developed societies that influence national economy. Therefore, the analysis of services, as a concept and part of marketing is very significant. In this sense, the paper researches a particular service – the taxi services in the capital of Serbia. Through this research, the authors try to define the groups of customer of taxi services and their preference and attitudes. The research was performed in period May to July 2014, by direct contact with customer of taxi services. The results of research have confirmed the initial hypothesis and provide possibilities for further insight into the way of using taxi services and general circumstances that characterize them in mentioned region. On this basis, it is provided proposals for improvement of taxi services and easier outreach of target groups.
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