Naslov
Удовлетворенность клиента оказанной услугой как современная маркетинговая тенденция и источник лояльности клиента – марка БМВ в республике Хорватия
(Client Satisfaction with Services Rendered as a Contemporary Marketing Tendency and the Source of Client Loyalty - Case of the Brand BMW Croatia)

Autori
Pirić, Valentina ; Martinović, Maja ; Njavro, Đuro

Izvornik
Практический маркетинг, Magazine Practical Marketing (2071-3762) 11 (2013), 201; 27-35

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
Client's satisfaction ; Loyalty ; Studying of Quality of Services ; Premium Production

Sažetak
In the article authors submit the theses about the modern marketing concept which takes out into the forefront for marketers, both researchers, and practicians, a concept of growing importance of client's satisfaction with the rendered service, wheter there is a question about the sale service, or about the after-sale service. The current marketing trend plays special attention to a concept of expanded goods in a context of the rendered services, than in addition enriches all its contents. At the same time it serves executionof client's expectations, is a source of competitive advantage of the company, a source of client's loyalty and, at last, thanks to it, a source of profitability of the company. Research and analysis are carried out on the example of the producer a luxury premium production - the cars of BMW brand presented in the market of the Republic of Croatia by the company"Tomić & Co. Limited Company" which the increasing attention gives to the client's satisfaction with the rendered services in the field of sales and service, thereby trying to put the client and compliance to its expectations in the center of the business. The principles which are set by BMW Group which in a basis of the strategy and long-term concept of development of the company puts control of the client's satisfaction are also considered.

Izvorni jezik
Rus

Znanstvena područja
Ekonomija

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