Effect of Customer Satisfaction on Company Performance
| Authors | |
|---|---|
| Year of publication | 2015 |
| Type | Article in Periodical |
| Magazine / Source | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| MU Faculty or unit | |
| Citation | |
| Web | http://acta.mendelu.cz/63/3/1013/ |
| Doi | http://dx.doi.org/10.11118/actaun201563031013 |
| Field | Management and administrative |
| Keywords | customer satisfaction; product quality; company performance |
| Description | The subject of this article is customer satisfaction and its impact on company performance through satisfaction with its products, including a comparison with the competition. Research was conducted in search of factors which aff ect customer satisfaction on the one hand and the performance of the company on the other hand. We constructed a model explaining what specifi c factors (aff ecting customer satisfaction) have an impact on the performance of a company. This model can help management to better run the business and achieve higher performance. The article is based on research that focused on companies in the food industry in Czech Republic and on their customers. First, we found the fi nancial performance of surveyed companies (based on indicators ROA, ROE and assets turnover) and on this basis they have been divided on companies effi cient and ineffi cient. Furthermore factors were identifi ed (based on previous research of authors) that have an impact on customer satisfaction (among these factors include product quality, customer requirements for product, comparison with competitive products, etc.). With the use of non-parametric statistical methods, logistic regression and discriminant analysis was analyzed, what factors aff ecting customer satisfaction also aff ect business performance. |
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