CONSUMER FEEDBACK – HOW RELEVANT IS IT FOR QUALITY IMPROVEMENT?
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The aim of this study is to present an example of how electronic consumer feedback may be used to identify customer requirements and to improve quality. Developments in the theory of quality resulted in several approaches to identifying and analyzing customer requirements. Reviewing these approaches, we identified underdeveloped potential of electronic consumer feedback. To show that electronic consumer feedback is a valuable source of information suitable for identifying and analyzing customer requirements, we analyzed customer evaluations of an electronic commerce company in the Slovak republic. For this purpose we developed a relatively universal method which is not limited to the field of commerce. Our results show that even though the concept of feedback carries with it certain negative aspects, consumer feedback is a suitable tool for identifying requirements which may be further analyzed by prioritization and examination of their relations.
Authors and Affiliations
Peter Madzík, Karol Čarnogurský, Anna Diačiková
Keywords
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