Wyniki wyszukiwania - BazTech

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Strengthening customer relationships and the development potential of service enterprises

Lemańska-Majdzik Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 194

233--244

EN

Purpose: The aim is to indicate how strengthening customer relationships affects the development potential of enterprises. Design/methodology/approach: The reasoning is based on the results of a study on a group of 184 service enterprises employing more than 10 employees. The research was carried out in 2022. The research tool was an original survey questionnaire, which was assessed for reliability. After formal evaluation, the collected data were subjected to statistical analysis, including the use of descriptive statistics and non-parametric statistics. Findings: Research has shown that most of the activities of service enterprises in the area of strengthening relationships with customers have a positive impact on the development potential of enterprises, including enterprise revenues, market share, the level of employment and investments in the company, and the level of use of new technologies and information solutions. Research limitations/implications: The research conducted has its limitations in the form of a small research group from the Silesian Voivodeship. In the future, it is planned to expand the research on a representative group, which will enable a broader exploration of the problem and the identification of the determinants of the competitiveness of service enterprises in the era of a difficult business environment. Practical implications: The results of the study on a group of service enterprises allow management practitioners to indicate which activities in the area of strengthening customer relationships positively determine the enterprise's potential, which determines its market competitiveness. Originality/value: The novelty of the study is the analysis of the impact of activities in the area of strengthening customer relationships on the company's results, called development potential, which determines the market competitiveness of service enterprises. The research results can be a guide in managing customer relations in service enterprises.

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Jak komunikować się z klientem?

Mizera-Nowicka Anna

Forum Eksploatatora

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2023

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Nr 2 (123)

22-23

PL

Brak wzajemnego zrozumienia - to jedna z najczęstszych przyczyn problemów w relacjach z klientami czy petentami. Powód? Może być prozaiczny. Często nie są nim wcale złe chęci, a inny język, jakim posługują się obie strony. Gdy jedną z nich dopada tzw. „klątwa wiedzy", druga może się czuć bezradna, zagubiona lub sfrustrowana.

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Use of customer satisfaction survey in analytical marketing of a research institute

Dulewski Mateusz, Jonek-Kowalska Izabela

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 145

89--100

EN

Purpose: Research institutes in Poland, when focusing on scientific and research activities, do not always find time and are not always keen on preparing and using modern marketing tools. Meanwhile, these tools in the conditions of strong competition could significantly improve their relations with customers and the strength of market influence. Given the above circumstances, the purpose of this article is to present the design, implementation and results of a customer satisfaction survey at one of the Polish research institutes. Design/methodology/approach: As part of the design and implementation of the customer satisfaction survey, the Net Promoter Score method and marketing automation instruments were used to assess the quality of customer relations and the level of customer loyalty to the studied institute (case study). Findings: The surveyed customers were mostly satisfied with the services and relationships with the described research institute. The areas requiring improvement were the pricing policy and the way the offer was presented. Research limitations/implications: Limitations resulting from research are typical for case studies and relate to the inability to generalize the results. Nevertheless, the obtained conclusions may constitute the basis for improving analytical marketing tools in other research units. Originality/value: The cognitive value of the article includes the design and implementation of a customer satisfaction survey at a research institute, and personalized practical conclusions about the level of customer satisfaction and loyalty of the studied institute.

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Use of customer satisfaction survey in analytical marketing of a research institute

Dulewski Mateusz, Jonek-Kowalska Izabela

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2020

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z. 148

117--128

EN

Purpose: Research institutes in Poland, when focusing on scientific and research activities, do not always find time and are not always keen on preparing and using modern marketing tools. Meanwhile, these tools in the conditions of strong competition could significantly improve their relations with customers and the strength of market influence. Given the above circumstances, the purpose of this article is to present the design, implementation and results of a customer satisfaction survey at one of the Polish research institutes. Design/methodology/approach: As part of the design and implementation of the customer satisfaction survey, the Net Promoter Score method and marketing automation instruments were used to assess the quality of customer relations and the level of customer loyalty to the studied institute (case study). Findings: The surveyed customers were mostly satisfied with the services and relationships with the described research institute. The areas requiring improvement were the pricing policy and the way the offer was presented. Research limitations/implications: Limitations resulting from research are typical for case studies and relate to the inability to generalize the results. Nevertheless, the obtained conclusions may constitute the basis for improving analytical marketing tools in other research units. Originality/value: The cognitive value of the article includes the design and implementation of a customer satisfaction survey at a research institute, and personalized practical conclusions about the level of customer satisfaction and loyalty of the studied institute.