CUSTOMER SATISFACTION RESEARCH METHODSДејан Тешић |
Published 2017 |
ABSTRACT
The success of any enterprise depends on how it is able to continuously improvе products and / or services from its range in order to offer customers better quality, better prices and greater value than the competition. Customers know how to recognize the efforts of companies to realize their demands. Customer loyalty is the goal of every company because loyal customers are important for the profitability of the company. A prerequisite of customer loyalty is their satisfaction. The satisfaction of customers is one of the so-called. soft features of the company, or characteristics that can not be measured by quantitative methods. In recent decades many authors have tried to define several methods to measure customer satisfaction, the results of which would be the basis on which the order to design strategies aimed at customers. Qualitative and quantitative methods are available, but qualitative methods have the same percentage of reliability as quantitative methods. Between quantitative and qualitative methods, the company is usually decided by the combined methods that exploit all the advantages of both.
Keywords: market, satisfaction, loyalty, methods, profitability.