Research on customer satisfaction with the quality of services provided by public utilities of the city of Belgrade

Abstract

Monopoly market conditions, in which public companies used to operate ten to twenty years ago, substantially dictated the way of considering and creating business of public companies in Serbia. However, introduction of changes to the environment, such as more intensive competition and changes of needs and demands of the customers requires abandoning old orientations to business. Public companies are in position to create and offer a higher level of service quality, based on better and more intensified communication with their customers. Public enterprises are monitored by public authorities, especially in the areas of restrictions on the choice of business strategies, pricing and price restrictions, selection of suppliers and the like. On the other hand, there is a branch competition occurring, on which public companies must count. In such an environment, creating effective services should be the key strategic objective for the development of public utility companies of the city of Belgrade. Service companies should be modern service companies, able to actively participate in the market, looking upon customers - citizens as users of their services. The aim of the research is to determine the perception of value and customer satisfaction with the services provided by the public utilities of Belgrade. The results of the study indicate that respondents are not satisfied with provided services and do not have clearly defined attitudes towards key aspects of public enterprises, which are supposed to be important for positioning and improving the quality of services in the market.

Keywords

• public companies
• public services
• consumer satisfaction
• positioning
• research