Vol. 9, No 3, 2012 pp. 311 - 325
UDC 658.8:005.6
SERVICE QUALITY AS DETERMINANT
OF CUSTOMER SATISFACTION
Suzana Đukić1, Velida Kijevčanin2
1University of Niš, Faculty of Economics, Serbia
2State University of Novi Pazar, Serbia
suzana.djukic@eknfak.ni.ac.rs
In contemporary business conditions characterized by extreme volatility, uncertainty and dynamism, the survival, growth and development of a company is conditioned by focus on providing high level of customer satisfaction. Customer satisfaction is the leading goal and measure of success of the modern company, and its measurement is one of the most important tasks of management. Lack of knowledge on the level of customer satisfaction/dissatisfaction is causing the failure of many companies. Customer satisfaction is the basis for creating customer loyalty, which in turn means their retention in the future. In the service market, a high rate of brands change is evident due to intense competition and demanding customers. Customer expectations regarding service quality and other components of the value (price, delivery, communication with customers), keep rising due to a higher level of customer knowledge, as well as superior offers of service companies. Achieving loyalty in such conditions requires the creation of unique value for customers, which incorporates the wanted elements/attributes package: superior service quality, the appropriate associated products, security, unity, personalized communication, benefits in payment. The aim of this paper is to investigate the relations between the qualities of delivered service as a key determinant of customer satisfaction, as well as to show the contribution of TQM to improvement of service quality and customer satisfaction.
Key Words: customer satisfaction, total customer satisfaction, service quality, value, TQM.
KVALITET USLUGE KAO DETERMINANTA SATISFAKCIJE POTROŠAČA
U savremenim uslovima poslovanja koje karakteriše izuzetna turbulentnost, neizvesnost, dinamičnost, opstanak, rast i razvoj preduzeća preduzeća uslovljen je usredsredjivanjem na obezbedjenje visokog nivoa satisfakcije potrošača. Satisfakcija potrošača je vodeći cilj i merilo uspeha savremenog preduzeća, a njeno merenje jedan od najvažnijih zadataka menadžmenta. Nepoznavanje stepena zadovoljstva/nezadovoljstva potrošača uzrok je neuspeha mnogih preduzeća. Satisfakcija potrošača je osnov stvaranja lojalnosti potrošača, što s druge strane znači njihovo zadržavanje u budućnosti. Visoka stopa promene marke je posebno izražena na tržištu usluga zbog intenzivne konkurencije i zahtevnih potrošača. Očekivanja potrošača u pogledu kvaliteta usluge i ostalih komponenti vrednost (cena, isporuka, komunikacija sa potrošačima) postaju sve veća i to zahvaljujući većem nivou njihovog znanja, ali i superiornim ponudama od strane uslužnih preduzeća. Obezbedjenje lojalnosti u takvim uslovima zahteva stvaranje jedinstvene vrednosti za potrošače koja inkorporira paket traženih elemenata/atributa - superiorni kvalitet usluge, odgovarajuće prateće proizvode, bezbednost, jedinstvenost, personalizovanu komunikaciju, povlastice u plaćanju. Cilj ovog rada je da se istraži istraži vezu izmedju kvaliteta isporučene usluge kao ključne determinante satisfakcije potrošača, kao i da se ukaže na doprinos TQM-a unapređenju kvaliteta usluga i satisfakcije potrošača.
Ključne reči: satisfakcija potrošača, totalna satisfakcija potrošača, kvalitet usluga, vrednost, TQM
