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Along with the development of following marketing concepts, companies operating both locally and globally, have begun to focus more on clients itself and on their needs. The use of Customer Satisfaction Index allows to specify customers needs and how satisfied they are with provided services or purchased products. Author presents in the article the concept of CSI and shows the practical application of it using an example of office space services provided by one of Polish technology parks.
Customer is now key point in strategic orientation of all companies. It is necessary to identify, influence and meet requierements of all customers. Then we can have a lot of satisfied customers, who will repeat their purchases in shops. Customer compares his expectations with services of companies. Then he chooses which firm can be preferred. Expectations are deter­mined by personal needs, experiences from past and mutual communication between custo­mers. Satisfied customers bring improvement into company because they repeat purchasing which is leads to bigger profits and lower costs and they make also a firm image advertising.
Customer satisfaction and the importance of managing relationships come into prominence more and more in agriculture, too. Its importance is true for both profitability and the reduction of risks as well. Nowadays, on the one hand agriculture can be characterized by the customers' increasing pretension which implies a higher-level customer service as an obvious requirement, and the attraction of valuable customers becomes more and more expensive because of market competition on the other hand. In agriculture, customer relationship management also aims at supporting the attraction and safekeeping of lucrative customers, increasing their satisfaction and finally the profitability of the company.
The article deals with the measurement and evaluation of quality of service through the define criteria. These criteria characterize the important areas for customer in the frame of providing of service and have a direct impact on the overall perception of quality from the view of customer. The measurement was carried out through questionnaires with 5-point Likert scale evaluation. Due to the fact that the customer is the person, who decides on the success of the enterprise on the market, based on his satisfaction, respectively dissatisfaction, the research results are important basis for management - for the decision-making process or for processes, which can improve the quality of services.
The work contains a short characterisation of customers’ behaviour on the market of selected dairy products. An attempt was made at an identification of the factors shaping the conduct of purchasers. It has been shown that customer satisfaction should become one of the main objectives of the enterprise. Customer satisfaction, including its measurement, constitutes part of an overall evaluation of the firm’s effectiveness and productivity. The study of satisfaction shows whether the enterprise has planned and realised its calculably defined objectives pertaining to the customer. The correlation between the customer satisfaction and the volume of sales is an argument strongly supporting the policy of turning in the direction of using customer satisfaction, and to be more precise, the information obtained by analysing its measurement in planning, supervision and innovation of the firm’s systems. An adequate determination of the value expected by the customer will be decisive in achieving success by the firm. The value should be understood in terms of consequences (customer’s hierarchy of values) and not in terms of the product’s attributes. Getting to know the customer will allow the enterprise to influence their conduct via suitable strategies, in particular product strategies, prices, distribution and promotion.
Insurance is an area that affects all areas of economics - businesses and citizens, too. The aim of this paper is to analyze the processes of customer requirements processing through GAP model in insurance. This model reveals the single critical points where gaps can arise among the requirements of customers and their understanding from the view of management in the process of creation and providing of services. An attention is paid to the issue of internal and external communication, too. Whereas, insurance are purely intangible services, communication has a direct impact on the perception and evaluation of quality of service from the side of customers. This can be reflected in the final quality perception as a certain level of customer satisfaction or dissatisfaction.
The quality of banking services is strictly tied with customer satisfaction, since they define a final assessment about its level. A negative opinion is usually related with customer resignation of banking services, which stimulates financial institutions to identify customer needs and undertaking activities so that customers are most satisfied. Knowing the needs and requirements of customers, the bank tries to customize its entire internal organizational structure and define its market strategy. The important role of quality service in building a competitive advantage results from its impact on customer satisfaction.
Six Sigma is a business strategy that enables the all organizations include wood companies to dramatically improve their level through planning and monitoring of everyday business activities. The basis of Six Sigma is a detailed knowledge of customers’ needs, the disciplined use of facts and objective data, statistical analysis and continuous efforts to optimize business processes. The main emphasis is on improving of all processes and human activities, because the quality of processes is a key pillar of the Six Sigma methodology. The active participation of management is necessary for implementing this methodology, as major changes are not possible without the participation of top managers. Management has to create the opportunities for improvement, support and motivate staff in order to best satisfy the customer. Focusing on customers, processes and staff makes from Six Sigma the way of building and developing a new corporate culture and it provides wood organizations with a tool to maintain competitive advantage in a constantly changing market environment.
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