Satisfaction and loyalty of customers to company Donum, Ltd.

Za današnja, trženjsko naravnana podjetja, je pomembno, da znajo prisluhniti željam in potrebam odjemalcev ter na podlagi le-teh oblikovati ponudbo, ki kar najbolje ustreza in zadovolji potrebe odjemalca. Odnosi med podjetjem in odjemalcem morajo temeljiti na iskrenosti, poštenju in zaupanju. Zaradi zasičenosti trga imajo odjemalci veliko možnosti izbire. Uspešna podjetja s kvaliteto svojih izdelkov, z raznovrstno ponudbo, na podlagi različnih akcij in cenovnih ugodnosti ter osebnega pristopa prodajalcev zadovoljujejo želje in pričakovanja odjemalcev. Z nakupom izdelka odjemalec ugotavlja, ali izdelek ustreza glede na njegova pričakovanja. Če ustreza, se pojavi zadovoljstvo, če presega pričakovanja, je zelo zadovoljen, če ne, sledi nezadovoljstvo. Zadovoljstvo odjemalcev vodi v ponovni nakup, saj širijo dober glas med svojimi prijatelji, znanci, sorodniki in sodelavci. Zadovoljstvo vodi do zvestobe. Seveda pa si vsako podjetje želi zadovoljne in zveste odjemalce, saj vemo, da so stroški pri pridobivanju novih odjemalcev precej visoki. Za podjetje je pomembno, da na podlagi notranjih in zunanjih podatkov, z raziskavo o zadovoljstvu odjemalcev dobi realno sliko, kako uspešni so pri zadovoljevanju želja in pričakovanj odjemalcev. Pridobljeni podatki so jim v veliko pomoč, saj lahko pravočasno ukrepajo in postanejo še boljši kot konkurenca. Diplomsko delo sestavljata teoretični in empirični del. V teoretičnem delu sem opredelila pomen pričakovanj odjemalcev, pomen zadovoljstva odjemalcev in način merjenja zadovoljstva in zvestobe odjemalcev s strani domačih in tujih avtorjev. V empiričnem delu sem na kratko predstavila podjetje Donum, d. o. o., prodajni program in predstavila lastno kolekcijo, ki se imenuje »My Collection Simona Serafini« ter prodajno strategijo za zadovoljevanje in zvestobo odjemalcev do podjetja Donum, d. o. o. Predstavljeni so tudi rezultati raziskave o zadovoljstvu odjemalcev do podjetja Donum, d. o. o. Z raziskavo sem želela ugotoviti, kdo so naši odjemalci, kakšne so njihove nakupovalne navade, kako so zadovoljni s ponudbo izdelkov in kateri so dejavniki, ki odločilno vplivajo na nakup izdelka.It is important that companies, which are mostly marketing-oriented today, know how to identify and meet the needs and wants of their customers in best possible ways. Companies should build a solid relationship with their customers and base it on honesty, fairness and trust. Customers have a wide range of choice due to market saturation. Successful companies meet their clients’ needs and demands by offering various products of high quality, by providing discounts or other benefits, and by personal approach. Clients find out whether the product they buy meets their expectations. If it does, they are satisfied. If their expectations are over exceeded, they are extremely satisfied. If not, they are unsatisfied. Customers’ satisfaction leads to further purchase because of valuable references to customers’ friends, acquaintances, relatives and co-workers. Satisfaction leads to customer retention, which is important to every business since costs of getting new clients are high. It is important that a company evaluates how successful it is in meeting its customers\u27 needs and wants through survey with internal and external data. This information is of great value since the company can act on time and beat the competition. This thesis consists of two parts: theoretical framework and empirical research. The theoretical part is devoted to the importance of customers\u27 expectations, their satisfaction, and methods of measuring satisfaction and customer retention by various authors. In the empirical research I describe the company Donum Ltd., the products it sells and a special collection called »My Collection Simona Serafini«. Also, I describe selling strategies that lead to customers’ satisfaction and customer retention. I conducted a survey about customers’ satisfaction. The aims were to find out more about the customers and their shopping habits, their satisfaction with the offer, and the factors that influence the decisions to buy a product