STUDY REGARDING THE CUSTOMERS SATISFACTION DEGREE

Palade Alexandru Constantin ()
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Palade Alexandru Constantin: ASE, FACULTATEA DE MARKETING

Annals of Faculty of Economics, 2015, vol. 1, issue 1, 1243-1252

Abstract: The main objective of the study is to establish the satisfaction degree of the heavy commercial vehicles market customers. This scientifical endeavour is justified by the major importance given by the producers and distributors of such vehicles to the beneficiaries’ satisfaction, a hich importance factor in the product development, customer relations inprovement and market share growth. After the 2008-2009 financial crisis, when the Romanian heavy commercial vehicles market collapsed, the growth trend was linear and moderat, but the market structure changed significantly. Having on one hand high technological costs, generated by the European legislation on pllution reduction and road safety and, on the other hand, the beneficiaries’ price pressure, the top producers from the deveoped countries focused on the optimization of the cutomers’ satisfaction degree and the development of their loyalty towards the brand. In order to achieve this, there has been developed a selective qualitative research, in the form of a questionnaire, among the most important customers of MHS Truck & Bus SRL – the importer of MAN trucks in Romania. The questions were directed towards obtaining informations regarding the customers’ product perception, identifying the main acquisition motivations and finding the main issues in successfully implementing the main politics of the relational maketing. The obtained results generally showed a good satisfaction result, the main complaints regarding subjects indirectly linked to the distribution, like service performance or road assistance.

Keywords: marketing; customers; satisfaction (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2015
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