20.500.12556/DKUM-80339 Vpliv zadovoljstva strank na doseganje konkurenčne prednosti podjetja The impact of customer satisfaction on the achievement of the company's competitive advantage Diplomsko delo opisuje področje storitev za stranke, zadovoljstvo strank in konkurenčno prednost, predvsem pa vlogo logistike v povezavi z vsemi omenjenimi konstrukti. V analitičnem delu smo najprej opisali podjetje IQ lighting, ki se ukvarja s prodajo svetil, sledila pa je poglobljena raziskava. S pomočjo spletne ankete smo ugotavljali povezavo med zadovoljstvom strank, logističnimi storitvami za stranke in konkurenčno prednostjo. Rezultati so pokazali razmeroma visoko stopnjo zadovoljstva strank z logističnimi storitvami kot tudi z izdelki in osebjem. Podjetje IQ lighting ima tudi zelo lojalne kupce, katere v večji meri odražajo nakupovalne navade s stikom prek svetovalca. Stranke so podjetje ocenile kot visoko konkurenčno in obenem takšno, ki nudi dobro podporo svojim strankam. Element pravočasnosti je pri tem pomemben, ni pa prevladujoč. Kljub dobrim rezultatom pa so se pokazale vrzeli, ki so odraz časa, v katerem se nahajamo. Predloge rešitev smo usmerili v fazne spremembe, ki obsegajo: avtomatizacijo obstoječih delovnih procesov, posodobitev spletne trgovine, segmentiranje kupcev, uvedbo oglaševanja, promocijo dodatnih storitev, uvedbo oglaševanja in podobne ukrepe, ki bodo podjetju omogočili pridobiti nove kupce in obenem zagotavljali visoko raven konkurenčne prednosti v dandanašnjem tekmovalnem okolju. The effect of customer satisfaction on achieving competitive advantages for an enterprise The thesis describes the field of customer services, customer satisfaction and competitive advantages, the basic stress being given to the role of logistics in connection with the above areas. The analytical section first describes the QR Lighting enterprise whose field of interest is selling lighting appliances, followed by exhaustive research. An internet survey helped ascertain the connection between customer satisfaction, logistics services for customers, and competitive advantages. The results show a comparatively high degree of satisfaction with logistics services, as well as the products and personnel. The IQ Lighting enterprise has very loyal customers, expressing their shopping practices by contacting the consulting personnel. The customers described the enterprise as having good competitive qualities, all the while giving its customers the desired support. The element of respecting deadlines is important to the customers, but it is not predominant. Despite the positive results there proved to be some omissions, mostly caused by the present times. The suggested solutions include changes in consecutive phases, namely the automatization of the existing working processes, the update of online store, the segmentation of customers, the introduction of marketing solutions, the promotion of additional services, the introduction of advertisement, and other steps that would help the enterprise win new customers, at the same time ensuring a high level of new competitive advantages in the contemporary environment. Key words: customer satisfaction, quality of service, service logistics, competitive advantage zadovoljstvo strank kakovost storitev logistika storitev konkurenčna prednost customer satisfaction quality of service service logistics competitive advantage true true false [N. Kos] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2021-09-08 09:06:22 2021-11-30 13:41:11 2022-08-09 22:48:24 0000-00-00 00:00:00 2021 0 Celje 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 005.6 87159555 UN_Kos_Nina_2021.pdf UN_Kos_Nina_2021.pdf 1 4117FCE024EC53165407265548F37FC3 d3541df379c7e54eb8ad71d7e2b31b7fc33f62b9f6a9e364ce99c5464e29ca3f dcaf1ba4-1074-11ec-a24c-00155d581298 20.500.12556/dkum/f5f0b4bf-e217-4ae6-bfdc-c08530148312 https://dk.um.si/Dokument.php?lang=slv&id=153326 Fakulteta za logistiko 0 0 0