Customer Satisfaction and Enterprise Performance: A Study from the Electronics and Communication Equipment Retail Industry in the Czech Republic

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SUCHÁNEK Petr EGER Ludvík

Druh Článek v odborném periodiku
Časopis / Zdroj Quality – Access to Success
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta

Citace
Klíčová slova customer satisfaction; Czech Republic; enterprise performance; electronics and communication equipment; retail
Popis The aim of this paper is to identify whether customer satisfaction measured by means of mystery shopping in selected retail companies in the electronics and communication equipment industry and their loyalty expressed by the NPS score correlate with the performance of the selected enterprises. The study contains research into communication with customers at the point of sale and customer satisfaction, with a focus on the five most significant representatives of this industry. The performance of companies is evaluated through the ROA, ROE and ATO indicators based on data available in the Magnusweb database. The study shows that customers satisfied during the sale of products also express their loyalty, which was measured by the NPS score. The said research conducted in the Czech Republic failed to prove the correlation between customer satisfaction and loyalty on the one hand and the selected enterprise performance indicators on the other. The same conclusion has also appeared in several research studies conducted abroad.

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