20.500.12556/DKUM-19180 ZADOVOLJSTVO ODJEMALCEV Z IZDELKI PODJETJA MLEKARNA CELEIA, d.o.o. CUSTOMER SATISFACTION WITH PRODUCTS OF COMPANY MLEKARNA CELEIA Ltd. Živimo v času, ko postaja konkurenca med podjetji vse ostrejša, odjemalci pa postajajo vse bolj zahtevni in želijo za svoj denar dobiti vsaj toliko kot pričakujejo. Pogosto se ponudba izdelkov in storitev med podjetji skoraj ne razlikuje, zato imajo podjetja vedno težjo nalogo kako pritegniti odjemalce in biti boljši od konkurence. Podjetja se morajo zavedati, da so odvisna od odjemalcev in da morajo vso pozornost usmeriti k njim ter odkriti njihove nakupne navade ter se na podlagi tega prilagoditi njihovim željam in potrebam. Le na ta način bodo lažje izpolnili odjemalčeva pričakovanja in s tem dosegli njihovo zadovoljstvo. Na zadovoljstvo odjemalcev vpliva skupina dejavnikov in ne le sama kakovost in cena izdelka. Zato je pomembno, da se podjetje teh dejavnikov zaveda in jih upošteva pri uresničevanju svoje poslovne strategije. Le tako bo lahko odjemalcem zagotovilo večjo mero zadovoljstva in s tem tudi večjo mero njihove zvestobe. V teoretičnem delu sem opredelila značilnosti odjemalcev, vrste odjemalcev ter dejavnike, ki vplivajo na njihovo vedenje. Nato sem predstavila teorije in modele zadovoljstva ter pojasnila, kaj zadovoljstvo pomeni odjemalcem. V zadnjem teoretičnem delu pa sem predstavila metode merjenja zadovoljstva odjemalcev. V praktičnem delu sem najprej predstavila podjetje Mlekarna Celeia, d.o.o. Nato sem opredelila problem, namen in cilje raziskave. Oblikovala sem anketni vprašalnik, na podlagi katerega sem analizirala zadovoljstvo odjemalcev z izdelki podjetja Mlekarna Celeia, d.o.o. Ugotovila sem, da so odjemalci z izdelki podjetja Mlekarna Celeia, d.o.o. večinoma zadovoljni, kar predstavlja dobre temelje za uspešno poslovanje podjetja v prihodnosti. Nowadays, when competition between the companies is getting tougher every single day, customers have numerous demands and wish to get as much as they can for their money. Differences in products and services amongst companies are hardly noticeable, therefore a really hard task awaist – the challenge of how to attract customers and be better than their competitors. Companies should be aware that they are fully dependent upon customers. For that reason, they have to pay all attention to them, find out about their recent shopping habits and having all that in mind - adjust to their wishes and needs. This is the only way of fulfilling customer's expectations easily and achieving a prominent satisfaction. A lot of factors have certain influence on customers, not only the price and the quality of a product. Companies should be aware of these facts and include them in their business strategy. That way, the customers should be pleased and their loyalty could be won over. In the theoretical part I define customer features, types of customers and factors influencing their behaviour. Then I present some theories and models of satisfaction and also explain what satisfaction actually means to customers. The final part of the section introduces some methods of measuring customer satisfaction. In the practical part of the thesis I present company Mlekarna Celeia Ltd. In addition, the problem, the purpose and the aim of this research are defined. With the help of a questionnaire I have been able to analyze customer satisfaction regarding the products of Mlekarna Celeia Ltd. I have found out that the customers are safistied with the company's products, which provides a solid foundation for successful business in the future. odjemalci vedenje odjemalcev zadovoljstvo odjemalcev teorije in modeli zadovoljstva merjenje zadovoljstva odjemalcev zadovoljstvo odjemalcev z izdelki podjetja Mlekarna Celeia d.o.o. customers customer behaviour customer satisfaction theories and models of satisfaction measurement of customer satisfaction customer satisfaction with products of company Mlekarna Celeia Ltd. true true false [N. Štefančič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2011-06-25 17:38:16 2011-10-26 14:04:55 2022-04-13 15:09:41 2023-12-25 03:12:08 2011 0 Polzela 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 10788380 URN:SI:UM:DK:Z4XRWD02 MAG_Stefancic_Natasa_2011.pdf MAG_Stefancic_Natasa_2011.pdf 1 76EB71116F635AC6E6293C8BBBD7E8C3 ff181d6c90ce7ea1a366360d262e5d35954d03e1fcf74d0dd32dcfa85e56d533 4fd85c32-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/1a2afb7d-0b97-4a25-91b9-901100fe7072 https://dk.um.si/Dokument.php?lang=slv&id=23092 Ekonomsko-poslovna fakulteta 0 0 0