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Author
Lanfranchi Maurizio (University of Messina, Italy), Gianetto Carlo (University of Messina, Italy), Chirieleison Rosa Concetta (University of Messina, Italy)
Title
Customer Satisfaction as the Basic Principle of a Company's Success
Satysfakcja klienta, jako podstawowa zasada sukcesu firmy
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Finanse, Rynki Finansowe, Ubezpieczenia, 2014, nr 67, s. 577-587, rys., bibliogr. 20 poz.
Issue title
Narzędzia zarządzania finansami
Keyword
Marketing rolny, Satysfakcja klienta, Jakość usług, Przedsiębiorstwo rolno-spożywcze, Czynniki endogeniczne
Agricultural marketing, Customer satisfaction, Quality of services, Agri-food company, Endogenous factors
Note
streszcz., summ..
Company
Danone
Abstract
Oczekiwania konsumentów są nie tylko związane z korzyściami materialnymi, które sam produkt może zaspokoić. Zadowolenie z produktu stanowi niezbędną twierdzę do uzyskania przewagi konkurencyjnej. Przewagą konkurencyjną spółki jest wpływ endogennych zmian, które są wewnątrz firmy i jej zdolności do reagowania na przewidywanie zmiany egzogenne pochodzące z zewnątrz. Celem badań jest analiza relacji w marketingu. Badania pokazują relację pomiędzy klientem a firmą, jest to relacja jeden-do-jednego, która jest spójna z marką i jej celem. Firmy Danone i Grom z sukcesem wykorzystują tego rodzaju politykę marketingową. (abstrakt oryginalny)

The consumer's expectations are linked not only to the material benefit that the product itself can satisfy, but, and above all, to its satisfaction, which can be of different types according to its identity and which represents the necessary stronghold to obtain a competitive advantage over competitors. A company's competitive advantage is influenced by the endogenous changes, which are internal to the company and to its capacity of reacting to and anticipating the exogenous changes, external to it. The aim of the research is to analyze the relationship in marketing. It can be considered as an established connection between customers and the company and it is a one-to-one relationship, which is a bond between the brand and its target. Successful examples that have followed this marketing policy are the companies Danone end Grom. (original abstract)
Accessibility
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
Szczecin University Main Library
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Bibliography
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ISSN
1640-6818
1733-2842
Language
eng
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