The role of internal service quality in achieving customer satisfaction – a case study

V diplomskem delu smo obravnavali vlogo notranjih kakovosti prodajnih storitev za doseganje zadovoljstva strank in dobrega delovanja podjetja. Diplomsko delo smo začeli s teoretičnimi osnovami pojmovanja kakovosti. Ovrednotenje kakovosti prodajnih storitev s strani strank je za podjetja zelo pomembno in zato je potrebno merjenje. Za ocenjevanje in presojo kakovosti storitev je razvitih več modelov, ki smo jih opisali. Opredelili smo osebno prodajo in izobraževanje ter motiviranje kadra. Nadaljevali smo s pojmovanjem zadovoljstva potrošnikov. Podjetje mora prisluhniti željam in potrebam kupcev ter meriti njihovo zadovoljstvo. Tako bo tudi lažje prišlo do uresničitev njihovih pričakovanj in zvestobe. Na primeru podjetja Si.mobil, d. d., smo želeli raziskati, kako se zaposleni v prodajnem sektorju trudijo izvršiti kakovostne storitve, ohraniti zadovoljstvo strank ter pridobiti njihovo mnenje. Izvedli smo raziskavo s pomočjo spletne ankete, v katero so bili zajeti zaposleni preko študentskega servisa in redno zaposleni v obravnavanem podjetju. S pomočjo vprašalnika smo dobili vpogled v način izvajanja prodajnih postopkov, izobraževanja in zadovoljstva zaposlenih. Rezultati so pokazali, da so delavci zelo zadovoljni z delom v podjetju in bi tudi priporočili podjetje kot delodajalca. Vsi zaposleni si prizadevajo opraviti kakovostno prodajno storitev in izpolnjevati dodeljene mesečne plane. Kljub izpolnitvi planov pa mora vsako podjetje spremljati kakovost, na kar pa zaposleni gledajo kot preverjanje znanja, kar pri določenem deležu vzbudi strah in pomanjkanje samozavesti. S pomočjo modela SERVQUAL smo na koncu diplomskega dela podali še predloge za izboljšanje kakovosti prodajnih storitev obravnavanega podjetja.The purpose of this diploma thesis is to discuss the role of the internal quality sales service to achieve customer satisfaction and good functioning of the company. At the beginning, we started with the theoretical basics of defining the quality. It is vital for any company to evaluate and measure quality of sales services, especially from the perspective of the customers. Many models have been developed for the evaluation and assessment of the quality of service. We have described them in our work. We defined personal sales, training and motivating employees. Next issue was the concept of satisfaction of the consumer. The company must listen to customers´ preferences and needs and therefore measure their satisfaction. With doing so they will get to the point where they will recognize and realize their expectations and get their loyalty. We wanted to explore how employees in the sales sector at Si.mobil d.d., are trying to enforce the quality of services and maintaining customers ‘satisfaction and get a feedback from the employees. We carried out an online survey, where also the part time employees as for example students and full time employees participated. The questionnaire gave us the insight into how sales procedure, training and satisfaction of employees looks like. Results showed that employees are very satisfied with working for the company and recommends it as a respectful employer. All employees strive to quality sales service and achieving assigned monthly plans. Nevertheless achieving the plans, each company must monitor the quality of work. This makes employees feels as they are under control, which makes some of them uncomfortable, feared and less confident. In conclusion, of the thesis we have provided some suggestions for the improvement of the quality of sales service at Si.mobil d.d. by using a model SERVQUAL