| Abstract [eng] |
The present Master's thesis consists of an introduction, three chapters, conclusions and recommendations, summary of the paper drafted in a foreign language, list of references. Conducted qualitative research in the form of an expert interviews enabled to determine the impact of communication factors on customer satisfaction and to draft a questionnaire for the purposes of quantitative research. MS Excel program has been used to process the results obtained in the quantitative study. As a result of the analysis of relevant literature it has been ascertained that communication factors significantly impact the formation of customer satisfaction. Customer satisfaction arises in cases where sales experts are able to present to the customer a product which responds to the customer's needs as well the customer's requirements for a particular product. The success of each company comes from positive customer satisfaction as this is one of the major goals for each such company. A satisfied customer is someone whose expectations have been met or exceeded. Main findings of the study. The role of consulting sales expert is created by means of using conditions such as features of sales expert; tools for attracting customers; applicable communication factors and non-applicable communication factors, and also by perception of brand value. The essential principles of communication and that of creating connection with customers during the stages of the consultative selling process have been studied. Each stage of the process of consultative selling has been examined, and we have analysed what obstacles arise when communicating with customers and how the post-sales relationship with customers develops. It has been ascertained that a good buying experience depends on the relationship between service, product quality and price, compliance of service quality with customer expectations (product match) and after-sales communication within the context of long-term customer relationships. Characteristics of service worker resulting in the most significant impact upon the customer satisfaction include the conduct of the service worker as if communicating with a valued and important customer, and the feature that the service worker listened to and understood the needs and expectations of the customers. The third place in importance is the worker's knowledge of his work, his competence and being himself, self-confidence and positivity. The fourth place in importance is taken by pleasant and friendly communication of the service worker which also impacts customer satisfaction. The most influential indicators of customer satisfaction are the quality of service and satisfaction of the needs of the product or service which were unanimously given 5 points by all respondents who took part in the study where on a scale from 1 to 5 the highest score is the best one when indicating customer satisfaction. New improved theoretical model based on the results of the empirical research may also be applied in practice within the context of consultative selling companies. It reveals that customer satisfaction is determined by a good buying experience depending on the purposeful use of communication factors at each stage of consultative selling, service and product quality and post-sale communication, which includes provision of personal offers to customers, sending of customer satisfaction questionnaires, interest in the purchase experience, e. g. whether everything satisfies and pleases the customer. On these grounds one may argue that this new improved theoretical model may successfully operate as an example for improving the process of consultative selling in practice. |
