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Title:MERJENJE ZADOVOLJSTVA KUPCEV IN PROGRAM IZBOLJŠEVANJA STORITEV ZA PODPORO KUPCEV V MEDNARODNEM NAFTNEM PODJETJU
Authors:ID Ranca, Domen (Author)
ID Jurše, Milan (Mentor) More about this mentor... New window
Files:.pdf MAG_Ranca_Domen_2016.pdf (2,21 MB)
MD5: D5133013302D8524711A9A584B2DAD2A
 
Language:Slovenian
Work type:Master's thesis
Typology:2.09 - Master's Thesis
Organization:EPF - Faculty of Business and Economics
Abstract:Poslovno okolje se vse hitreje spreminja. Hiter tehnološki napredek in spremenjena struktura trgov ter naraščajoča konkurenca terja od podjetij nenehno prilagajanje. Podjetja morajo povečevati učinkovitost, zniževati stroške in iskati nove priložnosti na domačih ter tujih trgih. Internacionalizacija poslovanja postaja nujna za preživetje tudi za večino malih in srednjih podjetij ter vpliva na prodajno in nabavno področje poslovanja. Internacionalizacija je le stanje na poti h globalizaciji. Majhno število podjetij postane globalnih in imajo svoje delovanje razširjeno po vsem svetu. Za dosego te stopnje so morala podjetja izbrati ustrezen organizacijski model ter uspešno upravljati s svojimi podružnicami v tujini. Centrale multinacionalnih družb pogosto želijo zadržati visoko raven nadzora odločanja o mednarodnih poslih družbe, zato pogosto prihaja do oteženega poslovanja podružnic v tujini – lokalnih enot. Pogosto odobritve, za katere morajo zaprositi hčerinske družbe, trajajo tako dolgo, da je priložnost na trgu že minila. Tudi pri raziskavah zadovoljstva je opazno sklepanje matičnega podjetja, da je »drugje enako kot doma«. Po letu 2008 se je veliko mednarodnih podjetij odločilo za preverjanje zadovoljstva svojih odjemalcev, kar je postala običajna praksa multinacionalnih družb tako na medorganizacijskem kot tudi na porabniškem trgu. Podjetja želijo ohraniti čim več zvestih kupcev, saj so stroški pridobivanja novih kupcev praviloma nekajkrat višji od servisiranja obstoječih. Predpogoj za zvestobo kupca v tržnih pogojih je zadovoljstvo in ustrezna raven izdelkov oziroma storitev, ki mu je ponujena. Samo zadovoljstvo še ni dovolj, kupec namreč lahko zamenja dobavitelja, tudi če je zadovoljen, a je naletel na boljšo ponudbo. V magistrskem delu smo osvetlili osnovne pojme, povezane s področjem raziskav zadovoljstva na področju trženja naftnih derivatov v multinacionalni družbi. Najprej smo si ogledali procese in akterje globalizacije, vzroke za internacionalizacijo podjetij, procese internacionalizacije ter najustreznejše organizacijske modele za izvajanje operacij v tujini. Proučili smo značilnosti medorganizacijskih trgov in trženja na teh trgih. Pregledali smo konkurenčnost lokalnega okolja naftnih derivatov, identificirali mednarodne naftne družbe, prisotne na lokalnem trgu, opisali značilnosti kartičnega poslovanja ter analizirali programe zvestobe družb, od katerih sta v Sloveniji na voljo le dva. Podrobneje smo se posvetili konceptu zadovoljstva in opisali merjenje zadovoljstva. Našli smo veliko različnih definicij tega pojava, kar kaže na negotovost avtorjev do postavljanja definicij zadovoljstva. Dotaknili smo se najpomembnejših teorij zadovoljstva, modela upravljanja z odjemalci in programov za izboljšanje zadovoljstva kupcev. Pregled različnih teorij in modelov zadovoljstva je pokazal nizko raven strokovnega soglasja, saj so očitno mnenja avtorjev precej nejasna in neopredeljena kljub enotnemu priznavanju določenih konceptov. Zadovoljstvo je psihično stanje v občutkih kupca in je rezultat razmerja med kupcem in izdelkom oziroma storitvijo. Zadovoljstvo vključuje enega izmed treh psiholoških dejavnikov oziroma njihove kombinacije: misli, čustva in vedenje. V empiričnem delu smo proučili obstoječe izvajanje raziskav zadovoljstva kartičnih kupcev lokalnega naftnega podjetja na medorganizacijskem trgu kot člana mednarodne naftne družbe. Ugotovili smo neustreznost predpisane metodologije matičnega podjetja in prikazali razlike v potrebah lokalnih kartičnih kupcev v naftni branži v različnih državah. Lokalne izboljšave postopkov so prispevale k boljšim rezultatom – tako pri številu odgovorov anketirancev kot tudi skupni višji stopnji zadovoljstva anketirancev, kar kaže na potrebo po lokaliziranju delovanja in mišljenja. Ugotovili smo, da mednarodna naftna družba ne more enovito oblikovati svojih programov izboljševanja zadovoljstva porabnikov na ravni regije, če imajo porabniki različne potrebe.
Keywords:globalizacija, internacionalizacija, zadovoljstvo, teorije zadovoljstva, medorganizacijski trg (B2B), raziskava zadovoljstva, multinacionalke, mednarodna naftna družba
Place of publishing:Maribor
Publisher:[D. Ranca]
Year of publishing:2016
PID:20.500.12556/DKUM-58632 New window
UDC:339.9
COBISS.SI-ID:12652060 New window
NUK URN:URN:SI:UM:DK:JDPGMTOK
Publication date in DKUM:15.12.2016
Views:1656
Downloads:95
Metadata:XML DC-XML DC-RDF
Categories:EPF
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Secondary language

Language:English
Title:Customer Satisfaction Measurement and Programme for Improving Customer Service Support in an International Oil Company
Abstract:We are facing rapid changes in business environment. Enterprises are forced to constantly adapt to fast technological progress and changed market structure. Efficiency, cost reduction and new opportunities need to be found on foreign markets. Internationalisation of business operations has become essential for the survival even for the small and mid-sized companies. It influences sales and purchase business area and is only one of the phases towards globalisation. Only a small number of companies becomes global players and expands their operations over the domestic borders. To achieve this state of development, companies had to choose appropriate organizational model in order to manage their foreign subsidiaries successfully. Parent multinational companies strive to keep high level of control over their subsidiaries. This often leads to slowdown of operations of local unit due to the needed approval of parent company. Approvals of actions usually take more time then opportunities last on the market. Even in the customer satisfaction survey it is visible, that parent company assumes all foreign market the same as domestic. After 2008, many multinational companies decided to survey their customer satisfaction as common practice both in B2B and B2C markets. Due to high cost of acquiring new customer companies strive to keep existing customers. Prerequisite for customers being loyal is not only the satisfaction, but also availability of appropriate level of product/services offered. Satisfied customers could change their supplier if better offer is received. In this thesis we have highlighted the basic concepts related to customer satisfaction surveys in international oil companies. We have previewed processes and actors of globalization, the causes of internationalization of businesses, internationalization processes and the most appropriate organizational models for conducting international operations of the multinational companies abroad. Characteristics of the B2B markets were examined, competitiveness of the local market of petroleum products was reviewed and international oil companies present on the local market were identified. Characteristics of the card business and loyalty programmes of the international oil companies were analysed. Only two loyalty programmes are offered on the local market. More attention was paid to the concept of customer satisfaction and its measurement. A lot of different definitions of satisfaction were identified, reflecting uncertainty of the authors to define this phenomenon exactly. The most known theories of satisfaction were reviewed, followed by overview of customer management model and customer satisfaction programs. Overview of different theories and models of customer satisfaction has showed a low level of professional consensus. The authors have remained unclear and undefined, despite the uniform recognition of certain concepts. Satisfaction is psychological state that reflects the evaluation of a relationship between the customer and product/service and involves one of the following three psychological elements: cognitive, affective, and behavioural. In the empirical part of the thesis, the existing customer satisfaction survey of the card customers at the local oil company (as the part of international oil company) in B2B market was analysed. We have found the inadequacy of the methodology of the parent company and showed the differences in the needs of local card customers in the oil branch in different countries. Improvements in the local company contributed to the improved results – both in the number of answers of respondents, as well as overall higher level of satisfaction of respondents, indicating the need for localizing action and thinking. It was found that international oil companies cannot shape their programmes of improving the satisfaction of consumers uniformly, as long as consumers have different needs. Adjustments to local markets are necessary.
Keywords:globalization, internationalization, customer satisfaction, customer satisfaction theories, B2B market, satisfaction survey, multinational companies, international oil company


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