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The role of customer satisfaction in achieving business excellenceDubrovski, DragoThe consumer satisfaction category has the main position in marketing theory and is based on the premise that the profit is made through the process of satisfaction of consumers' demands, i.e. ... achievement of their satisfaction. Researches continually confirm a significant correlation between satisfaction and repeated buying, greater brand loyalty and spreading a positive opinion of the product. The model of consumers' buying decisions described in this paper consists of five consecutive phases of consumer behaviour through the buying process: product perceiving phase (offered product with all producer's factors of competitiveness from the consumer's point of view); value estimation phase (weighting benefits and sacrifices); comparing the values of different products and decision-making phase (comparing alternative options); action phase (realization of the decision); and consumer's state of mind after buyingaction phase (satisfaction with the product). There are several aspects that should be taken into consideration from the producer's (seller's) point of view in order to implement successfully the concept of customer satisfaction.Source: Business excellence - what is to be done... : proceedings (Vol. 1, Str. 325-331)Type of material - conference contributionPublish date - 2001Language - englishCOBISS.SI-ID - 6075676
Author
Dubrovski, Drago
Topics
potrošnik |
marketing |
trženje |
zadovoljstvo |
poslovanje |
poslovanje podjetja |
uspešnost |
uspešnost poslovanja
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Dubrovski, Drago | 14363 |
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