Satisfaction and dissatisfaction with services

Ovim se diplomskim radom obrađuje tematika zadovoljstva i nezadovoljstva uslugama na koju utječe poznavanje istih kako bi se kvalitetno isporučile korisnicima. U odnosu na proizvod kupovinom usluga ne znači imati vlasništvo nad njom nego stjecanje prava na korištenje usluga. Kvaliteta usluga se očituje u ostvarivanju vrijednosti i postizanju zadovoljstva. Potrebno je zaposlenike obučavati, usavršavati i obrazovati kako bi znali pravilno i kvalitetno isporučiti korisnicima. Cilj poduzeća je ostvarivanje zadovoljstva i lojalnosti jer se na tome temelji uspjeh poduzeća. Kako bi bilo što uspješnije potrebno je kontinuirano raditi na poboljšanju odnosa i zadovoljstva s korisnicima posebice s postojećim jer je profitabilnije nego privući nove korisnike. Ukoliko su korisnici zadovoljni određenim proizvodima ili uslugama, velika je vjerojatnost da će doći do ponovne kupovine i preporuke drugima. Kako bi se što efikasnije mogla proizvesti strategija kojom će se postići zadovoljstvo potrebno je napraviti istraživanja, analizu izgubljenih korisnika, sustavno pratiti žalbe i sugestije te ispitivati korisnike o njihovom zadovoljstvu. Važno je korisnike potaknuti da izraze nezadovoljstvo kako bi mogli raditi na poboljšanju kvalitete usluga te spriječiti daljnje nezadovoljstvo novih korisnika. Prilikom obnavljanja usluge poduzeće treba nastojati ispraviti pogrešku koja se dogodila tijekom pružanja usluge jer u suprotnom će korisnik otići kod konkurencije i pronaći bolju ponudu te će širiti svoje nezadovoljstvo. U radu je obuhvaćeno istraživanje zadovoljstva uslugama frizerskog studija Alenka koje je prema rezultatima uspješno u provođenju kvalitetnih usluga te je postignuto zadovoljstvo i lojalnost korisnika.This thesis deals with the topic of satisfaction and dissatisfaction with the services affected by workers' knowledge about them in order to deliver high-quality to customers. To compare it with a product, buying the service does not mean owning it but acquiring the right to use it. The quality of services is reflected in achieving value and achievement of satisfaction. Employees need to be trained and educated in order to be able to deliver the services correctly and quality to the customers. The goal of a company is to achieve satisfaction and loyalty because this is the basis of the success of the company. In order to be the most successful, it is necessary to continuously work on improving relationships and satisfaction of the customers, especially with the existing ones, because it is more profitable than attracting new customers. If the customers are satisfied with certain products or services, there is a good chance that they will repurchase and recommend them to others. In order to produce a strategy of achieving satisfaction in customers as efficiently as possible, it is necessary to do research, analyze lost clients, systematically monitor complaints and suggestions and question clients about their satisfaction. It is important to encourage the customers to express their dissatisfaction so that it can be worked on improving the quality of the services and to prevent further dissatisfaction in new clients. When renewing the service, the company should strive to correct a mistake that occurred during the service provision, otherwise, the customer will go to the competition and find a better deal and spread their dissatisfactory experience. The study covers satisfaction with the services of the Alenka hairdressing salon, which according to the results has been successful in providing quality services and has achieved customer satisfaction and loyalty