| Abstract [eng] |
The main purpose of this Master thesis is to assess the link between consumer trust in the organisation, the social responsibility measures applied in the organisation and the quality of its product. The research methods used in the thesis are: analysis of scientific literature, questionnaire survey with the participation of respondents from a non-probability sample, analysis of the results using SPSS and MS Excel software packages. The data was coded before the study, the reliability and validity of the chosen research method was checked using Cronbach's alpha coefficient, the relationships between independent variables and their strength were checked using Spearman's correlation method, and the influence of independent variables on the dependent variable was determined by linear multivariate regression analysis. The ANOVA analysis, R2 coefficient and the correlation coefficient scale were used to assess the fit of the regression model. Graphs and figures were created using MS Excel or MS Power Point software packages. The analysis of the scientific literature has shown that consumer trust in an organisation increases its competitiveness, strengthens stable relationships with customers and has a positive impact on customer loyalty. In addition, social responsibility measures are a strong contributor to consumer trust in an organisation, creating a positive brand image and representing the company as socially responsible, transparent and attentive to its environment. Another key factor is consumer perception of quality. Customers assess the value of products in terms of their compliance with individual criteria, and low product quality is no longer seen as a direct consequence of poor quality (product defect or substitution), but has become a complex phenomenon that has a negative impact on sales, on the customer's perception, and even on the market share. The perception of product quality can be shaped by a variety of factors, such as country of origin, packaging, price, taste, smell, size, advertising, company communication, and publicly stated values. This information is brought together by the Quality & Trust Index (QTI), a new trend in quality management that analyses the link between consumer trust in an organisation and the quality of its products. Following the relevance and novelty of the topic there was the aim to assess the link between consumer trust in the organisation, social responsibility measures and perception of product quality. The study found that both consumer trust in the organisation and its social responsibility measures have a statistically significant positive impact on the organisation's product quality assessment, and it is therefore recommended that organisations should pay more attention to these areas. |
