20.500.12556/DKUM-18760 ZADOVOLJSTVO KUPCEV V TRGOVSKEM PODJETJU VESNA D.D. CUSTOMER SATISFACTION IN THE TRADING COMPANY VESNA D.D. V diplomski nalogi obravnavam problematiko zadovoljstva kupcev v trgovskem podjetju Vesna d.d. V teoretičnem delu predstavljam udeležence prodajnega procesa, pojem zadovoljstva, merjenje in metode merjenja zadovoljstva. Teorija je nujno potrebna za razumevanje porabnikov in njihovih potreb. Tržno naravnana podjetja morajo razumeti in vedeti, kakšne so potrebe porabnika, šele takrat so lahko pravilno naravnana. V drugem, empiričnem delu pa sem z raziskavo, ki sem jo opravila s pomočjo anketnega vprašalnika, ugotavljala zadovoljstvo kupcev dotičnega podjetja. Z anketo o zadovoljstvu kupcev sem želela pripomoči k prepoznavi potreb in želja obstoječih kupcev ter k trenutni oceni zadovoljstva kupcev tega podjetja. Menim, da sem z anketo pridobila veliko koristnih ocen in podatkov, za katere bi bilo smiselno izdelati predloge izboljšav. Upoštevanje potreb, uresničevanje želja in odprt pristop za uvajanje novosti naj bodo primarni cilji poslovanja, saj bodo le tako preživeli hud konkurenčen boj na trgu. The thesis addresses issues about customer satisfaction in the commercial enterprise Vesna d.d. The thesis' theoretical part includes interpretation of the sales process participants, concept of satisfaction and measurements and of course also the methods of measuring customer satisfaction. The theory is necessary to understand customers and their needs. Market-oriented companies must understand and know the needs of the customer, only then they can be properly oriented. In the second (empirical) part of thesis I carried out a questionnaire to identify the customer satisfaction of this company. With the survey of customer satisfaction I wanted to contribute to the identification of needs and wishes of existing customers and tried to advice to the ongoing evaluation of customer satisfaction in this company. I consider this survey obtained much useful ratings and information which could be useful to develop proposals for improvement. Managing the buyer's needs, expectations and an open approach to innovations should be primary goal of business and the only way how to survive severe competitive struggle. zadovoljstvo kupcev udeleženci prodajnega procesa merjenje in metode merjenja zadovoljstva anketa o zadovoljstvu kupcev customer satisfaction participants in the sales process measurement and methods of measuring customer satisfaction customer satisfaction survey true true false [D. Valpatič] Slovenski jezik Angleški jezik Diplomsko delo 2011-05-31 08:38:00 2011-07-11 12:00:19 2022-04-13 11:01:03 2023-12-24 03:19:08 2011 0 Ljutomer 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10723356 URN:SI:UM:DK:XFSUHBHW VS_Valpatic_Darja_2011.pdf VS_Valpatic_Darja_2011.pdf 1 36ED7A21653CD0DF693F9CF08D8955F6 699ea248ded850893116061cb0e25af507fa0881b9cee47ce5f01d8cc7436ec3 35288abe-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/35e7a7a7-0d25-4cf3-9952-88d33c2ecc3e https://dk.um.si/Dokument.php?lang=slv&id=22414 Ekonomsko-poslovna fakulteta 0 0 0