Analysis of Consumer Satisfaction as the Basis for Preserving the Company'S Competitive Position in the Market

Tina Vukasovic and Matej Duvnjak
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Tina Vukasovic: International School for Social and Business Studies, Slovenia

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Abstract: Consumer satisfaction is the subject of a growing number of researches. The markets are more and more adjusted and shaped under a predominant influence of consumers. Such influence created a need for continuous measurement of consumer satisfaction, which puts consumers at the epicentre of business activities. In this paper we researched the consumer satisfaction with company’s X products in Croatia. The quantitative research method was used. The data gathered with this survey show consumer attitudes towards the experience of using company’s X products. According to the research results, consumers are to a large extent satisfied with the fulfilment of needs and expectations by company’s X products. The research shows that, apart from quality, design and current offer of products, the consumers are mostly satisfied with the price-quality ratio.

Keywords: consumer satisfaction; design; consumer behaviour; measurement; shopping (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp18:737-741

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