Svetla Atanasova
Abstract:
The continuous dynamics of economic conditions, influencing the activities of the university, necessitates the need for the institution to achieve maximum consumer satisfaction to one degree or another. This process should be perceived by the management as a theory for strengthening the image of the university, as a driver for meeting consumer expectations and striving to achieve consumer loyalty by meeting and resolving complaints. Within the limits of the complexity of the issue under consideration, the main goal of this study is to build a theoretical framework for the essence and specificity of consumer satisfaction and on the pedestal thus built to carry out an empirical study of the opinion of 1st year students, majoring in Marketing, at the University "Prof. Dr. Asen Zlatarov", Burgas, regarding the lecture process. To achieve the main goal thus set, the following approaches should be applied: systemic and systemic-situational approach; inductive and deductive approach; transformation approach, internal and external analyses. The use of strategic methods, comparative methods, methods of analogy, including a combination of them, becomes significant. The marketing research conducted in this way leads us to the conclusion that in order to determine the level of consumer satisfaction, it is necessary to conduct periodic surveys, which would allow determining consumer expectations.
Tenth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research - LIMEN 2024 - International Scientific-Business Conference – LIMEN 2024: Vol 10. Conference Proceedings , December 5, 2024
Conference Proceedings published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia
ISBN: 9788680194929 , ISSN: 26836149 , DOI: 10.31410/LIMEN.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
