Utjecaj zadovoljstva kupaca na poslovanje poduzeća u Republici Hrvatskoj

master's thesis

• Title (english): The impact of customer satisfaction on business in the Republic of Croatia
• Author: Sara Mavrović
• Mentor: Ines Dužević (mentor)
• Committee member: Ines Dužević (predsjednik povjerenstva)
• Committee member: Tomislav Baković (član povjerenstva)
• Committee member: Mate Damić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

U našem radu govorili smo o utjecaju zadovoljstva kupaca na poslovanje poduzeća u Republici Hrvatskoj s osvrtom na prehrambenu industriju. Zadovoljstvo predstavlja pozitivno iskustvo kupca vezano uz proizvod i lojalnost kupca. Nasuprot zadovoljstvu, nezadovoljstvo predstavlja situaciju kada poduzeće nije zadovoljilo želje i očekivanja kupca što može negativno utjecati na poduzeće. Svako poduzeće želi stvoriti zadovoljnog i lojalnog kupca, a da bi to postigli potrebno je pratiti kupce, njihove želje, potrebe i očekivanja, te prilagoditi proizvod i poslovanje upravo tim željama i očekivanjima. Poduzeća zbog toga uspostavljaju sustave upravljanja kvalitetom kako bi kupcu ponudili kvalitetan proizvod koji je u skladu sa njihovim željama i očekivanjima, te kako bi na taj način stvorila lojalnog kupca. Poduzeća su svjesnija kako zadovoljstvo kupaca može uvelike utjecati na njihovo poslovanje pa se trude kupcu ponuditi upravo onakav proizvod ili uslugu kakvu kupac očekuje. Poduzeća prate želje, potrebe i očekivanja kupaca na različite načine i trude se svoje poslovanje prilagoditi tome. Kupac se stavlja u središte jer se sve vrti upravo oko njega i njegovo zadovoljstvo je ključno za opstanak poduzeća. Zadovoljstvo kupca se prati i mjeri kontinuirano kako bi se dobili valjani rezultati koji se mogu interpretirati i iz kojih se mogu donijeti zaključci vezani uz daljnje poslovanje.

Abstract (english)

In our work, we discussed the impact of customer satisfaction on the companies' performance in the Republic of Croatia, with the focus on the food industry. Satisfaction represents a positive customer experience ralated to a product and customer loyalty. In contrast to satisfaction, dissatifaction occurs when a company fails to meet the customer 's needs and expectations, which can have a negative impact on the company. Every company aims to create a satisfied and loyal customer, and to achieve this, it is necessary to monitor customers, their desires, needs, and expectations, and to tailor the product and operations to those desires and expectations. Therefore, companies establish quality products that align with their desires and expectations, and to thereby create a loyal customer. Companies are more aware of how customer satisfaction can significantly affect their business, so they strive to offer the customer exactly the product or service they expect. Companies track the desires, needs, and expectations of customers in various ways and make efforts to adapt their operations accordingly. The customer is placed at the center because everything revolves around them, and their satisfaction is crucial for the survival of the company. Customer satisfaction is continuously monitored and measured to obtain valid results that can be interpreted and used for further business operations.

• Keywords: zadovoljstvo; sustav; kvaliteta; prehrana; industrija
• Keywords (english): satisfaction; system; quality; nutrition; industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:018950
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access; Embargo expiration date: 2024-09-21
• Created on: 2023-09-20 16:06:39