Doprinos marketinga unapređenju kvaliteta usluga
Zimonjić, Velida J.
Faculty:Универзитет у Нишу, Економски факултет
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In modern business environment, which is characterized by extreme turbulence, uncertainty, dynamism and high intensity of competition, companies that want to survive, to grow and develop, must direct all their efforts, primarily marketing ones, towards establishing a solid relationship with their customers. The main objective of marketing in today's conditions is gaining and maintaining customers. The service sector is in itself unique, and this uniqueness arises from the nature of services themselves. Buyers of products, before a purchase, have a possibility to carry out an evaluation of a product, based on some of its properties such as design, packaging, ingredients, etc.., while service users, before buying them, are not able to do that. Unlike the marketing of products, where customers are loyal to brands, the concept of loyalty to a service company arises in the marketing of services. Customers' satisfaction encourages their loyalty, and one of the key factors that contribute to increase
of customers' satisfaction and loyalty is quality. Satisfaction is the foundation for building loyalty, trust and long-term customer relations and loyalty, on the other side, is the basis for a successful company operation. Customers' expectations of quality and value of services are becoming more complex as a result of a higher level of their knowledge, but also as a result of even better offerings from the service companies, which are leaders in the field of service quality. The main problem is that companies spend most of their efforts on acquiring new customers, and just a small portion of it on the retention of existing customers and of growing the company, which is exercised as a result of them. Companies spend up to 70% of its budget, allocated to a marketing sector, to attract new customers, ignoring the fact that 90% of revenues are generated thanks to existing customers. It is essential that companies understand the value of existing customers and be more involved in establishing and nurturing long-term relationships with them, because nowadays it is much harder and more expensive to attract a new customer than to retain an existing one. Service companies must understand that achieving customers’ satisfaction and loyalty through the delivery of superior value is a basis for gaining competitive advantage in the market. All employees of an organization, and not just the ones from a marketing sector, should be involved in the process of creating value for costumers. The main contribution of marketing is to recognize the needs and motivations of costumers, to anticipate and to satisfy them with the achievement of long/term company goals. The role of all employees in the company should be to deliver superior value by raising satisfaction and by delivering services, which meet or even exceed customers’ expectations in quality and value. The results of a detailed analysis of the causal relationship, which exists between customers’ satisfaction and loyalty and quality of services, can serve as a guide to organizations in making decisions on how to direct their marketing efforts in terms of improving the quality of their services by using different techniques and methods. The application of an adapted TQM for a service area is essential and therefore a special emphasis should be placed on the analysis of TCS and TQS concepts, as well as on benefits that are gained by organizations through application of these concepts.View More
Keywords:Marketing; Marketing; usluge; potrošači; satisfakcija; lojalnost; kvalitet; services; customers; satisfaction; loyalty; quality