| Abstract: | The objective of every company is to maintain existing consumers and gain new ones. Key elements for achieving this objective are consumers’ satisfaction and loyalty. The sales environment is one of the most important factors that affect their well-being and satisfaction. It is therefore necessary to consider what kind of sales environment consumers prefer and are eager to return to.
The theoretical part presents processes of perceiving a sales environment, which affect consumers before they enter a point of sale, and factors that affect them when they are already in a point of sale. Below we focus on the concept of satisfaction, and present models for measuring consumers’ satisfaction. In the conclusion of the theoretical part, we examine after-sales behaviour, which includes rumours, word of mouth, repeated purchase, consumer’s feedback, and loyalty.
The primary purpose of the research is to verify hypotheses concerning the perception of factors in the environment, the importance of individual factors, satisfaction with individual factors, overall satisfaction with the sales environment, and the intention of after-sales behaviour. |
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