Analysis of customer satisfaction of service quality in Porsche Verovškova branch office

Namen diplomskega dela je ugotoviti zadovoljstvo strank s kakovostjo servisnih storitev v poslovalnici Porsche Verovškova. V teoretičnem delu smo uporabili deskriptivno metodo dela, kjer smo bolj podrobno razložili pojma, kot sta zadovoljstvo potrošnikov in kakovost storitev. V raziskovalnem delu pa smo uporabili analizo rezultatov anketnih vprašalnikov, kjer smo na različnih kazalnikih ugotovili zadovoljstvo strank. Preizkus je obsegal poslovalnico Porsche Verovškovo in stranke, ki so obiskale servis v letu 2021. S pomočjo grafov so bili predstavljeni kazalniki, kot so: splošno zadovoljstvo, obravnava strank, organizacija, usposobljenost in zadovoljstvo z vozilom. Rezultati so pokazali, da so se stranke sprva zelo težko prilagodile izrednim razmeram po svetu zaradi epidemiološke situacije, saj je le-ta prinesla precej sprememb. Kljub temu so se na spremembe, ki jih je prinesla digitalizacija poslovanja, hitro privadile in so začele uporabljati spletno naročanje na servis, obveščanje preko elektronske pošte, digitalizirano obliko dokumentov in možnost plačila računa z nakazilom, kar je za stranke tudi enostavneje. Pokazala pa se je tudi slaba stran digitalizacije, in sicer zaradi daljših čakalnih dob za servisni termin, manka osebnega stika, ki je strankam zelo pomemben, in višjih stroškov servisa. Glavna ugotovitev diplomskega dela je, da so stranke kljub velikim izzivom za servis v letu 2021 zadovoljne, skupna ocena zadovoljstva po znamkah se giblje od 4,8 do 4,9. Da bi bile stranke zelo zadovoljne oziroma navdušene, smo priporočali še nekaj izboljšav glede dostopnosti lokacije, dostopnosti preko telefona in komunikacije med zaposlenimi.The aim of this paper is to determine customer satisfaction with service quality in the Porsche Verovškova office branch. In the theoretical part, we detail, by adopting the descriptive work method, the terms customer satisfaction and service quality. In the empirical part, we analysed results of the survey, the aim of which was to determine customer satisfaction, by considering different indicators. The research comprised the Porsche Verovškova branch office and customers who made use of its services in 2021. The following indicators were presented in form of graphs: general satisfaction, customer service, organisation, qualification and satisfaction with the vehicle. According to the results, customers, despite the ongoing world-wide crisis and consequent changes, found it hard to adapt to the new situation. However, they quickly adapted to changes related to digitalization, such as arranging service appointments online, receiving notifications via e-mail, digitalisation of documents, the option of payment by bank transfer – customers found these changes friendlier. Some consequences were also negative: longer waiting time, the lack of personal contact, which customers find very important and higher service costs. The main findings of this paper are that customers were satisfied with their service in 2021 despite the said challenges and that overall satisfaction assessment in terms of car brands is between 4.8 and 4.9. In order to ensure great customer satisfaction or even excitement, we provided some suggestions for improvement related to location accessibility, availability by phone and communication between employees