Monitoring customer satisfaction enterprise
Journal Title: Visnyk Ternopilskoho natsionalnoho ekonomichnoho universytetu - Year 2016, Vol 2, Issue
Abstract
The article explores the problems of increasing satisfaction of businesses customers. There is mentioned that the analytical indexes of performance of building a new model of management of relationships with consumers is “satisfaction” and “loyalty”. There is proved the necessity of identifying the existing level of customer loyalty for products by monitoring satisfaction of consumers of business, which should include the following stages: planning, implementation and improvement. There is analyzed every stage of the monitoring process, including planning, that involves determining the method of obtaining information on customer satisfaction, the necessary resources and responsible person. The process includes conducting four related components: setting expectations; collecting information on customer satisfaction; analysis of collected data; evaluation of customer satisfaction. There are researched all components of monitoring, namely establishing expectations of products, that consists of customer preferences, requirements of legal and regulatory documents, requests of consumers; collecting information on customer satisfaction involves determining characteristics of the products, conditions of supply to the market and the characteristics of the company; analysis of collected data covering the degree of customer satisfaction, loyalty trends over the period that make products that significantly influence the choice of customers, customer satisfaction compared to competitors, identifying the main ways of increasing customer loyalty. Evaluation of customer satisfaction will enable the company to ensure that the information collected and use it effectively to eliminate shortcomings and verify objective consumer choice for test and analyze quantitative and qualitative component of the sample respondents. There is determined, that in step of improvement process of monitoring is a critical analysis of consumer choices to conduct research, test indirect indicators of satisfaction, efficiency turns presenting information on customer satisfaction in the structural divisions of the company. There is proved that using the proposed algorithm in practice of monitoring customer satisfaction will enable the company to increase the efficiency and effectiveness of collection, processing and evaluation of information on customer loyalty. There is noted that obtained information by the monitoring provides insight on the causes of discrepancies between the expectations of consumers and their degree of satisfaction with the products of the company.
Authors and Affiliations
Mykola Rudenko
Keywords
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