Total Customer Satisfaction-Suitable Marketing Target for Czech Companies

conference paper

English

On the basis of the summary of macroeconomic pre-requisite leading to the broadening of the conception of TCS and deduction of partial conclusions from this part the paper shall be interested in the determination of the concept of Total Customer Satisfaction and reasoning of the importance of this concept by the means of the survey of models at both macroeconomic and microeconomic level. Satisfaction of customers at macroeconomic level is systematically monitored in many companies. Attention which is dedicated to such measurements should bring the valuable information regarding the status of the satisfaction of customers with products and services at certain monitored territory (state, country, region etc.), to provide as the one of the key indicator data for comparison of individual countries, states, region and to form the tool for the prognosis of the development of the selected economic indicators (turnover, profit). Philosophy of the construction of these indexes is based upon the disharmony between expected and percepted value (products and services) of customers. The more this disharmony is lower, the more are the customers satisfied, the more higher shall be their loyalty to company. The resulting effect of the endeavor of the company is satisfied customer who will return again and repeatedly purchase (here belong f.e. models ASCI, ECSI etc.). Customer satisfaction at microeconomic level is at last time in the center of the interest mainly in relation to seeking of criteria of the evaluation of the company activity. Trend directs from the domination of the financial indicators the predication ability of which is focused to the past status to the extension of these financial criteria for another, mainly non-financial. Models EFQM, MBNQA, Business Excellence Model, Balanced Scorecard Model, 3D Model of prof. Kopelman etc. evidence the fact that especially the area of customers, their satisfaction and loyalty are inserted into the system of evaluation of the company activity.In last part of the paper shall be in relation to the above presented theoretical part presented the results from pre-research done in 50 Czech production companies, which took place in year 2001. Pre-research was executed within the framework of the partial task of the Institutional research the strategic management in the Czech companies, which is executed for the third year in the Faculty of Business and Management. The partial task was to find out the level of understanding of the satisfaction of customers by the top and middle management of the companies. For examination was used the questionnaire method in the form of opened questions. By questionnaire method was obtained cca 300 filled-in questionnaires, which were then evaluated. Results of pre-research and theoretical conclusions shall be the basis for the determination of specifics related to the application of the concept of Total Customer Satisfaction in the Czech companies and evaluation of barriers of application of this strategic marketing target.

Total customer satisfaction, czech companies, research

ŠIMBEROVÁ, I.

2002

1. 1. 2002

Vilnius University Publishing House

Vilnius

9986-19-516-0

Marketing: Theories and Methods 4/2002

Merketing: Theories and Methods 4/2002

74

85

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