20.500.12556/DKUM-39292 MARKETINŠKO STRATEŠKO ODLOČANJE V ZVEZI Z ZADOVOLJSTVOM ODJEMALCEV MARKETING-BASED STRATEGIC DECISION MAKING RELATED TO CONSUMER SATISFACTION Kot svetovno gospodarstvo tako se tudi slovensko sooča z vsakodnevnim izzivom, kako ohraniti svoj tržni položaj, kako biti korak pred konkurenco, slediti trendom in znati ob pravem času ponuditi rešitev, ki je drugi niso sposobni. Dejstvo je, da je v tržnem gospodarstvu konkurenca velika, ponudba za odjemalce je precejšnja, zato mora biti pristop edinstven in potrošnik mora prepoznati korist in rešitev svoje težave v našem produktu, samo tako lahko računamo na posel in posredno tudi donosnost. Dobro povprečno poslovanje dolgoročno več ne zadošča, potrebno je zaposlovati managerje, ki so sposobni prepoznati pričakovanja odjemalcev, najti tržne niše in poti do obojestranskega zadovoljstva ter podjetju prinesti dodano vrednost. Če ne prej, je danes najpomembneje poskrbeti za zadovoljnega potrošnika, saj se bo le takšen vrnil, ponovil nakup, ostal lojalen in nas tudi priporočal okolici. V svojem magistrskem delu sem želela raziskati področje povezave zadovoljstva z lojalnostjo in kako lahko z marketinškim strateškim odločanjem vplivamo na to. Izbrala sem podjetje Swatycomet, kjer sem tudi sama zaposlena in naredila raziskavo na vzorcu 30-ih strateških kupcev podjetja, ker menim, da le-ti najbolj vplivajo na promet, izplen in nenazadnje eksistenco podjetja. Zanimalo me je njihovo stališče vezi zadovoljstva s produkti, prodajnim osebjem, servisiranjem, kakovostjo izdelkov, cenami, dobavnimi roki ipd. Želela sem izvedeti, kaj je tisto, kar najbolj vpliva na njihovo zadovoljstvo in kaj najbolj na njihovo lojalnost podjetju. Moj cilj je bil, podjetju ponuditi rezultate raziskave, ki bodo koristili pri nadaljnjem marketinškem strateškem odločanju vodilnih oseb v podjetju, da bi lahko izbrali prave strategije, uvedli učinkovite taktike, ki bi uspešno delovale v obe smeri, tj. prodajalec-kupec ter prinašale podjetju dolgoročen obstoj, donosnost, pozitivno prepoznavnost in nenazadnje ugled v širši okolici. Raziskava je potrdila, da na lojalnost strateških kupcev podjetja skoraj enako intenzivno vplivajo trije dejavniki, tj. zadovoljstvo, prodajno osebje in servisiranje. Nadalje so respondenti v večini odgovorili, da je kakovost izdelkov tista, ki se najbolj odraža na njihovem zadovoljstvu. Za večino strateških kupcev podjetja Swatycomet bi lahko trdili, da je njihova lojalnost podjetju najbolj odvisna od odnosa prodajnega osebja, cen in kakovosti izdelkov. Najmanj so zadovoljni s cenami in dobavnimi roki, čeprav so za ta dejavnika izbrali srednjo vrednost zadovoljstva, ostale dejavnike pa so ocenili višje. Just like the global economy, the Slovene economy is facing the everyday challenge to maintain its market position, be one step ahead of the competition, follow trends and be able to offer the right solution at the right time. The competition in the market-oriented economy is large and the offer for clients vast, so a unique approach is required; the consumer must recognise the benefit and solution for his problems in the product, which is the only way to secure a deal and ensure profitability. In the long run, decent average operation is no longer enough; managers need to be employed who are able to recognise the clients' expectations, find market niches and ensure ways towards mutual satisfaction, hence give added value to the company. Nowadays it is crucial to make sure that the consumer is satisfied. Only a satisfied customer will return, repeat the purchase, remain loyal and recommend the company to the people around him. This Master's thesis studies the link between satisfaction and loyalty and how it can be affected by marketing strategic planning. The company Swatycomet was chosen, where the author is also employed, and a study was conducted based on a sample of 30 strategic buyers of the company. Their attitude towards product satisfaction, selling staff, servicing, product quality, pricing, delivery time, etc. was studied. The main goal was to find out what it was that influenced the clients' satisfaction and their company loyalty. By means of this study the company received results that will help in the further marketing strategic decision-making process of management in the company in order to choose the right strategies and employ efficient tactics which will successfully work both ways, i.e. seller-buyer, and ensure the company’s long-term existence, profitability, positive recognition and respect in the wider area. The study confirmed that three factors influence the loyalty of strategic buyers in almost equal measures: satisfaction, staff and servicing. The participants also responded that the product quality influences their satisfaction most. It could be said for most strategic buyers of Swatycomet that their loyalty mostly depends on the staff attitude, price and product quality. They are least satisfied with the prices and delivery times as these factors were rated with a medium level of satisfaction as opposed to the other factors which were rated higher. marketinško strateško odločanje odjemalec lojalnost zadovoljstvo pričakovanja kakovost izdelka segmentiranje glede na stopnjo lojalnosti marketing strategic planning client loyalty satisfaction expectations product quality loyalty-based segmentation true true false [N. Kukovec] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2012-12-20 10:35:31 2013-03-19 14:37:07 2022-05-04 14:18:59 2021-04-22 03:09:25 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.13 11351580 URN:SI:UM:DK:MBMMSVOX MAG_Kukovec_Natasa_i2012.pdf MAG_Kukovec_Natasa_i2012.pdf 1 BC9CA9478C7C037E9BD8A2DFA5DF4191 b59566d763bc6105254fed205f8e421a7db0d586451f396917b8da30ae77bb52 267eda26-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/719d503c-3358-4a59-82f0-165b92768bb0 https://dk.um.si/Dokument.php?lang=slv&id=53505 Ekonomsko-poslovna fakulteta 0 0 0