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Pregled bibliografske jedinice broj: 298632

Zbornik radova

Autori: Dlačić, Jasmina; Žabkar, Vesna
Naslov: Customer orientation, customer satisfaction and performance : The case of Croatia
Izvornik: 7th International Conference Enterprise in Transition : Conference Proceedings / Buble, Marin (ur.). - Split ; Wien : Faculty of Economics ; DAAAM International , 2007. 1-18.
Skup: International Conference on Enterprise in Transition (7 ; 2007)
Mjesto i datum: Split - Bol, Hrvatska, 24.-26.05.2007.
Ključne riječi: marketing strategy; customer orientation; customer satisfaction; Croatia
Sažetak:
Contemporary highly competitive market conditions stimulate companies into customer orientation. Under the effect of environmental forces, customers are the main focus of company activities (Jaworski, Kohli, 1990 ; Desphande, Farley, Webster, 1993). For customer orientation to take place, companies need market information to be analyzed and disseminated throughout the company (Slater, Narver, 1995). Following market conditions, customer-oriented companies adjust their offering in order to reach customer satisfaction. When company reactions are based upon collected market information, their concern for customer satisfaction is demonstrated. The combination of customer knowledge, learning and responsiveness contribute to company competitive advantage development (Webster, 1992 ; Davenport, Harris, Kohli, 2001). With this regard, the implementation of customer orientation is important. The purpose of this paper is to study customer satisfaction as a goal of customer orientation and to examine the influence of customer orientation on company business performance in the context of Croatia. The analysis is based on a mail survey among 112 small and medium sized companies from Croatia (Grbac et al., 2003). Research results suggest that several Croatian companies are customer oriented, based on their concern for customer satisfaction, environmental changes monitoring, application of market research, and responses to information gathered. These are also the key factors of customer orientation found in the literature. The specifics in the context of Croatia are found in the absence of significant relations between company responses to information gathered and business performance. We conclude with the following implication: business performance is for a large part of Croatian companies affected by elements of customer orientation and customer satisfaction.
Vrsta sudjelovanja: Predavanje
Vrsta prezentacije u zborniku: Cjeloviti rad (više od 1500 riječi)
Vrsta recenzije: Međunarodna recenzija
Projekt / tema: 081-1151212-1454
Izvorni jezik: ENG
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
Upisao u CROSBI: Ivana First (ifirst@vip.hr), 28. Svi. 2007. u 13:43 sati
Napomene:
Rad je indeksiran u bazi Ebscohost - EconLit, uz cjeloviti tekst. Prošireni sažatak rada objavljen je u Book of extended abstracts (ISSN 1846-2693), str. 150-152.



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