Gradnja in prepoznavanje znamke veterinarskih klinik v Sloveniji
DOI:
https://doi.org/10.32015/JIBM.2026.18.1.6Ključne besede:
veterinarske klinike, znamka, prepoznavnost, komunikacija, uporabniška izkušnja, digitalna prisotnostPovzetek
Članek preučuje dejavnike, ki oblikujejo gradnjo znamke in prepoznavnost veterinarskih ambulant v Sloveniji. Temelji na predpostavki, da znamke v veterinarskem sektorju ni mogoče zreducirati zgolj na vizualno identiteto ali promocijsko dejavnost, temveč jo je treba razumeti kot večdimenzionalni konstrukt, ki ga tvorijo profesionalna kakovost, zaupanje, komunikacija, uporabniška izkušnja in digitalna prisotnost. Namen študije je raziskati, kako lastniki veterinarskih klinik razumejo razvoj znamke in prepoznavnosti klinike ter pomen, ki ga v tem procesu pripisujejo zaupanju, komunikaciji, uporabniški izkušnji in digitalni prepoznavnosti. Raziskava združuje pregled relevantne literature s kvalitativnim empiričnim pristopom. Empirični del temelji na devetih polstrukturiranih intervjujih, opravljenimi z lastniki zasebnih veterinarskih ambulant iz različnih regij Slovenije, podatki pa so bili analizirani s tematsko analizo. Ugotovitve kažejo, da lastniki veterinarskih ambulant znamko povezujejo predvsem s strokovnim znanjem, kakovostjo zdravljenja, doslednostjo pri zagotavljanju storitev, jasno komunikacijo in splošno uporabniško izkušnjo. Prepoznavnost naj bi oblikovala predvsem lokalna prisotnost, priporočila od ust do ust, strokovni ugled, jasno opredeljena identiteta ambulante in digitalna prepoznavnost. Zaupanje se pojavlja kot osrednji povezovalni element med znamko in prepoznavnostjo, medtem ko digitalna prisotnost deluje kot pomembna točka prvega stika, dostopnosti in zaznane verodostojnosti. Članek prispeva k razumevanju znamke veterinarskih klinik z integracijo spoznanj s področja znamke storitev, zaupanja, komunikacije veterinarskih storitev in digitalne prisotnosti v slovenskem kontekstu.
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