20.500.12556/DKUM-47748-4d902fe5-f810-3851-f350-f9aeacc3d139 ANALIZA ZADOVOLJSTVA KUPCEV PEKOVSKIH IZDELKOV V PODJETJU MLINAR S D.O.O. ANALYSIS OF CUSTOMER SATISFACTION BAKERY PRODUCTS IN COMPANY MLINAR S D.O.O. Predmet diplomske naloge je prikazati dejavnike, ki vplivajo na zadovoljstvo kupcev v podjetju Mlinar S d. o. o. (v nadaljevanju Mlinar). Predstavljamo potrebne poslovne strategije in organiziranost podjetja za izpolnitev pričakovanj in zahtev za zadovoljitev kupcev. Namen diplomske naloge je preučiti stopnjo zadovoljstva kupcev v podjetju Mlinar oz. v Mlinarjevih pekarnah v Ljubljani. Za raziskavo v podjetju Mlinar smo se odločili, ker je Mlinar mlado uspešno podjetje v Sloveniji in ker se zavedamo, da je kupec pomemben kapital podjetja. Zadovoljen kupec je namreč zagotovitev za uspešno poslovanje v prihodnosti. Podjetje Mlinar, njihovo poslanstvo, vizijo in strategijo za dosego zastavljenih ciljev smo na kratko predstavili na začetku diplomskega dela. Diplomsko delo je razdeljeno na teoretični in raziskovalni del. V prvem delu smo predstavili marketinško strategijo ciljnega trženja, ki je osnova za čimbolj uspešno zadovoljitev kupcev na trgu dandanes. Opredelili smo pojme kupec, pričakovanje, zadovoljstvo in zvestoba. Navedli smo glavne dejavnike zadovoljstva in pojasnili povezavo med pričakovanji, zvestobo in zadovoljstvom kupcev. Obrazložili smo prodajno okolje in zakaj je le-to eden pomembnih dejavnikov zadovoljstva. V raziskovalnem delu diplomske naloge smo navedli namen in cilj raziskave. S pomočjo ankete, ki je podrobno opisana v šestem poglavju, smo ugotovili stopnjo zadovoljstva kupcev v podjetju Mlinar v Ljubljani. Z raziskavo smo ponazorili zadovoljstvo kupcev glede asortimenta pekovskih izdelkov, cen in strokovno usposobljenostjo prodajnega osebja. The subject of the thesis is to show the factors that affect customer satisfaction in the company Mlinar S d. o. o. (in continuation Mlinar). We introduce the necessary business strategy and organization of the company to fulfil the expectations and requirements to satisfy customers. The purpose of this thesis is to examine the level of customer satisfaction in the company Mlinar or. the Mlinar's bakeries in Ljubljana. For investigation in the company Mlinar, we decided, because the Mlinar is young successful company in Slovenia and because we are aware that the customer is an important capital of the company. A satisfied customer is an ensure for a successful business in the future. The Mlinar company, it's mission, vision and strategy to achieve the goals we have briefly introduced at the beginning of the thesis. The thesis is divided into theoretical and research works. In the first part we present marketing strategy of targeted marketing, which is the basis for the most successfully satisfaction of the customers in the market today. We defined the concepts of customer, prospect, customer satisfaction and loyalty. We have listed the main factors of satisfaction and clarify the link between the expectations, loyalty and customer satisfaction. We explain the sales environment and the reason why it is one of the important factors of satisfaction. In the research part of the thesis we stated purpose and objective research. Through the survey, which is described in detail in chapter six, we found the level of customer satisfaction in the company Mlinar in Ljubljana. With this research we illustrate customer satisfaction regarding the assortment of bakery products, prices and professional competence of the sales staff. ciljno trženje zadovoljstvo kupec pričakovanja zvestoba targeted marketing satisfaction buyer expectations loyalty true true false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2015-04-02 08:55:43 2015-05-22 10:10:26 2022-05-22 03:08:11 2021-05-07 03:33:27 2015 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7433491 URN:SI:UM:DK:RTSQ5NNU UN_Nikolic_Darija_2015.pdf UN_Nikolic_Darija_2015.pdf 1 679081BA8FE266EAA39BB74411AA47F1 1f612f64b783ced12146f4050ef6cd32f6b835329a39779188f65d17f66aeaf3 a041244b-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=71573 Fakulteta za organizacijske vede 0 0 0