20.500.12556/DKUM-13259 ZADOVOLJSTVO, ZVESTOBA IN STRATEGIJA ZADRŽANJA ODJEMALCEV NA PRIMERU PODJETJA EKOPLAN A D.O.O. SATISFACTION, LOYALTY AND CUSTOMER RETENTION STRATEGY IN THE CASE OF EKOPLAN A D.O.O. Po nekaterih podatkih je v letu 2003 v Angliji povprečno podjetje izgubilo 16,9 % odjemalcev zaradi njihovih odhodov drugam. V letu 2005 pa je ta odstotek narasel že na 19,1 %. Prehodi odjemalcev v drugih tržnih ekonomijah se gibljejo po podobnih trendih: Slovenija ni pri tem nobena izjema. Slovenska podjetja niso nič bolj imuna za prehajanja odjemalcev drugam, in ti prehodi za slovenska podjetja in znamke niso nič manj boleči. Potrošniki so se spremenili, spremenile so se njihove navade in spremenilo se je okolje, v katerem živijo in nakupujejo. Na eni strani so odjemalci bolj zahtevni, razvajeni in izobraženi kot kadarkoli prej, po drugi strani pa je možnosti, ki jih imajo na razpolago, veno širše in izbire je vedno več. Danes je splošno sprejeto spoznanje, da je donosno poslovanje bolj verjetno povezano z ohranjanjem obstoječih odjemalcev in s povečanjem njihove potrošnje, kot pa z napadanjem novih odjemalcev. Razvijanje učinkovitih strategij za zadržanje odjemalcev pri podjetju je ena ključnih spretnosti za preživetje in mirnejšo prihodnost. Menimo, da smo dosegli vse v delu zastavljene cilje. Na podlagi teoretičnih izhodišč smo opredelili pojme zadovoljstvo, zvestobo in predanost. Proučevali smo odnose med zadovoljstvom odjemalca, elementi, ki vplivajo na njegovo zvestobo do podjetja EKOPLAN A ter oblikovali strategijo zadržanja na obravnavanem podjetju. Empirično smo preverjali odjemalčevo splošno zadovoljstvo do podjetja ter zadovoljstvo po posameznih dimenzijah. Za vpogled v trenutno stanje zadovoljstva v podjetju, smo uporabili anketni vprašalnik, ki smo ga izvedli med odjemalci. S pomočjo raziskave smo ugotovili, da so odjemalci zadovoljni z njihovimi storitvami, med strokovnimi storitvami podjetja so najbolj zadovoljni s pridobivanjem in prodajo mineralnih surovin v obeh kamnolomih. Zadovoljni so z odnosom strokovnih delavcev in menijo da imajo delavci podjetja dovolj znanja. Cilj podjetja je posredovanje pozitivnih izkušenj in informacij od ust do ust in ne uporabljajo drugih načinov komuniciranja. Rezultati pa so pokazali, da je bil najbolje ocenjen prav ta način komuniciranja. S sodelovanjem s podjetjem EKOPLAN A so zadovoljni vsi anketirani. Lepe besede utemeljitev pa kažejo na to, da je podjetje v očeh svojih odjemalcev korektno, strokovno podjetje, ki ima dober ugled in usposobljen kader. According to some sources, in year 2003 English companies lost an average of 16,9% of their customers due to their departures elsewhere. In 2005, this percentage has increased to 19,1%. Transfer of customers in other market economies are moving at similar trends: Slovenia is no exception. Slovenian firms are not immune to the customer transfers, and these transfers aren't any less painful. Consumers have changed, they changed their habits, they changed the environment in which they live in and shop in. On one side, there are customers that are demanding, spoiled and educated more than ever before, and on the other hand there are many more opportunities and choices available to them. Today it is in generally accepted understanding that it is more likely to be profitably associated with maintaining existing customers and by increasing their consumption, rather than attacking new customers. Developing effective strategies to retain customers in the company is one of the key skills for survival and peaceful future. We believe that we have achieved all of the pursued objectives. Based on the theoretical concepts of the features we have identified satisfaction loyalty and dedication. We studied the relationship between customer satisfaction, elements that affect its loyalty and the company EKOPLAN A and formed a strategy to retain the present company. We empirically verified customer´s overall satisfaction and satisfaction with the company in specific categories. For insight into the current state of satisfaction in the company, we used the survey questionnaire, which was carried out between customers. Through research, we found out that clients are in general satisfied with their services. With professional services of the company, they are most satisfied with the gathering and sale of mineral resources in the two quarries. They are also satisfied with the worker-customer relations and believe that workers have sufficient knowledge. Company’s strategy is aiming for passing positive experiences and information from mouth to mouth with costumers and not with use of other ways of communication. The results indicate that this is the best way of communication. All respondents to the questionnaire are satisfied with cooperation with the company EKOPLAN A. Nice words of reasons suggest that the company is professional and fare in the eyes of its customers and has a good reputation and qualified staff. zadovoljstvo // nezadovoljstvo // zvestoba // predanost // zaupanje// odnos med zadovoljstvom in zvestobo // strategija zadržanja // analiza odjemalcev // analiza zadovoljstva odjemalcev satisfaction / / dissatisfaction / / loyalty / / commitment / / trust / / the relationship between satisfaction and loyalty / / retention strategy / / analysis of customer / / analysis of customer satisfaction true true false [U. Kralj] Slovenski jezik Angleški jezik Diplomsko delo 2010-02-26 10:43:42 2010-08-05 12:36:32 2022-04-12 11:02:36 2022-04-21 03:07:45 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10315548 URN:SI:UM:DK:JKN3MRM5 UNI_Kralj_Urska_2010.pdf UNI_Kralj_Urska_2010.pdf 1 FE83882826E3B04D95ED035795850696 48afe8d7597d9f8a08a87591b16bdc7d021d5bb1e68956cfbc0679867c830ed7 dc1f662c-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8b5a77e9-c1b4-4d0b-8915-6f56696a3171 https://dk.um.si/Dokument.php?lang=slv&id=13325 Ekonomsko-poslovna fakulteta 0 0 0