Trendy v podnikání (Jun 2017)
Vztah spokojenosti zákazníka a výkonnosti podniku
Abstract
The topic of this paper is the performance of the enterprise in the context of customer satisfaction. The aim of the article is to identify and analyze of the relationship between the performance of the enterprise, represented by the selected financial ratio and customer satisfaction, represented factors (constructs). We examined differently the problems of relationships between the factors of customer satisfaction than it is common practice. Examined factors were divided into two groups, the factors of one group can be determined as the reason, which means explanatory variables (perceived quality, perceived value, customer satisfaction, product knowledge) and the factors of the second group can be determined as the consequences, which means response variables (customer expectation, customer loyalty, image). This dividing was done with argument for the general examination of customer satisfaction, which is examined overall customer satisfaction with the purchase of the product in the long term, in which the customer buys the product repeatedly. With using the method of structural equation modeling were found relationships between the factors of customer satisfaction and business performance represented cost of sales ratio. The research was conducted on a sample of food companies in the Czech Republic and on a representative sample of their customers. It was found a relationship between the factors of customer satisfaction and business performance, measured by cost of sales ratio. All of the factors of customer satisfaction does not affect this performance. These factors, which they have the significant influence, are customer satisfaction, perceived quality, customer expectations and image. It was found that the impact of the satisfaction‘s factors to the performance is not definite, and that higher customer satisfaction tends to decrease of performance.
