CUSTOMER LOYALTY OF MARCHE RESTAURANTS IN SLOVENIA

V današnjem času se podjetja vse bolj zavedajo, da je njihov uspeh na trgu odvisen od spoštovanja in lojalnosti odjemalcev, ki si jo zagotavljajo z vrhunskimi izdelki in storitvami. Le odjemalec, ki je nad zaznano kakovostjo izdelka ali storitve navdušen, saj preseže njegova pričakovanja, je zadovoljen odjemalec. Zadovoljen odjemalce se tako odloči za ponovni nakup in priporoča podjetje, saj je manj občutljiv na ponudbo konkurence. Že 5% rast stopnje lojalnosti lahko podvoji dobičkonosnost podjetja, zato so lojalni odjemalci neprecenljiva vrednost za vsako podjetje, sploh na trgu zaostrene konkurence. Lojalnost prinaša številne prednosti in koristi (dobiček iz prodaje, dobiček iz zmanjšanja operativnih stroškov in dobiček iz dajanja priporočil) za njeno doseganje pa se je potrebno ves čas truditi. Treba jo je spremljati z meritvami, redno opravljati podrobne raziskave, ki odkrijejo pomanjkljivosti in vzroke nelojalnosti, skratka podjetje se mora poglobiti v odnose z odjemalci na vseh ravneh vodstva, saj bodo takšni odnosi izgrajeni na zaupanju in bodo vodili k dolgoročnemu odnosu in posledično k večjemu uspehu podjetja. V diplomski nalogi smo na podlagi teoretičnih izhodišč opredelili zadovoljstvo, lojalnost in storitve. Preučili različne komponente lojalnosti (zadovoljstvo, zadržanje in priporočila) ter njihovo medsebojno vplivanje na lojalnost odjemalcev. V empiričnem delu, smo s pomočjo pridobljenih podatkov ankete, ki smo jo izvedli med odjemalci podjetja Marche v Sloveniji, preverjali trenutno stanje pomembnosti in zadovoljstvo odjemalcev s posameznimi elementi ponudbe ter na osnovi tako pridobljenih podatkov izračunali lojalnost s pomočjo indeksa lojalnosti odjemalcev. Ugotovili smo, da ima podjetje Marche v Sloveniji večino zelo zadovoljnih in zadovoljnih odjemalcev, ki se redno vračajo v restavracijo in jo priporočajo svojim prijateljem, sorodnikom in znancem, kar vodi do visoke lojalnosti njihovih odjemalcev. Na lojalnost odjemalcev najbolj vplivajo naslednji elementi ponudbe: svežina izdelkov, preglednost ponudbe ter notranja urejenost objekta. Najmanjši vpliv na lojalnost odjemalcev pa imajo cene, število parkirnih prostorov ter informacije o objektu na poti do njega.Now days, companies are increasingly aware, that their success in the market depends on the respect and loyalty that it is provide by leading products and services. Only customer, who is over perceived quality of the product or service impressed, since exceeded his expectations, is satisfield customer. Satisfied customers it is so decided to re-purchase and recommends the company and it is less sensitive to competitive tender. Even 5% growth rate of loyalty may doubled profitability of company, so loyal customers are invaluable for many companies, especially in the highly competitive market. Loyalty brings many advantages and benefits (profits from the sales, profit from the reduction the operating costs and profit that it is providing from the recommendations) and for achieving it, we have to constantly strive. It must be accompanied by measurements, carried out detailed research on a regular basis to identify the gaps and causes of disloyalty, in short, the company has to deepen the relationship with customers at all levels of leadership, because such relations means trust and will lead to long-term relationship, consequently, to greater company success. The theoretical part of the thesis was based on theoretical principles, define satisfaction, loyalty and service. Examined the different components of loyalty (satisfaction, retention and recommendations) and theire interaction on customer loyalty. In the empirical part, we have used the data, obtained by carried out among customers in Marche restaurants in Slovenia, check the current status and importance of customer satisfaction with individual elements of theire offer and then information, based on thus obtained, calculate loyalty through customer loyalty index. We found out, that Marche restaurants in Slovenia have most of very satisfied and satisfied customers, who regularly return to the restaurants and recomment them to theire friends, relatives and acquaintances, which leading to a high level of theire customers loyalty. On the customers loyalty of Marche restaurans most affected the following aspects of the tender: the freshness of products, offers transparency and internal arrangement of the building. Minimum impact on customers loyalty have prices, number of parking spaces and information about restaurans towards them