| Abstract [eng] |
Customer loyalty and customer satisfaction are one of the most important factors that influence company‘s competitive advantage in the market. The company’s success in the market depends on how company looks for customers, how it is satisfying them and it is trying to keep them. To do that the company needs to understand what factors influence the satisfaction with the product or service and what factors influence the customer’s decision to buy that product or service and what influence the loyalty to that company. Morgan, Hunt (1994), Gronroos (1994), Christopher (2002), Uncles, Dowling, Hammond (2003) researches have shown that customer satisfaction is one of the most important factors in creating, keeping and increasing the customer loyalty. Having analyzed the theoretical aspects and the results of the researches on these factors, I have researched the factors that influence the customer satisfaction in the ancient styles furniture market under the example of CJSC „Žavira“. The goal of the job – having analyzed the theoretical aspects of the customer loyalty, to prove them empirically under the example of ancient style furniture. In order to reach the goal I have made to researches – the qualitative one and the quantitative one. The qualitative research was done by organizing focus group of the employees in CJSC „Žavira“ and trying to determine the above mentioned factors under the company‘s positions. The quantitative research was organized by questioning the customers. Both researches have shown that the company is selling the qualitative product that satisfies the needs of it‘s customers, but there is no any loyalty programs in the company. The main disadvantages in these field are – the lack of creating the proper company‘s image, effective discount systems, the effective selling process, etc. All these problems cause difficulties in creating satisfaction and loyalty. That‘s why the project presented in 3.2 part of the jobs suggests what to do in order to increase the satisfaction and to create loyal customer. |
