MARKETING CONCEPT AND CUSTOMER SATISFACTION
Aleksandra Brakus
Visoka škola modernog buznisa, Terazije 27, Beograd, Srbija
Goran Đoković
Visoka škola modernog buznisa, Terazije 27, Beograd, Srbija
Jelena Zdravković
IV beogradska gimnazija, Beograd, Srbija
DOI: https://doi.org/10.31410/limen.2018.652
4th International Scientific – Business Conference LIMEN 2018 – Leadership & Management: Integrated Politics of Research and Innovations, Belgrade – Serbia, December 13, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Engineering Management – Belgrade, Serbia; Modern Business School – Belgrade, Serbia; Faculty of Business and Management Sciences – Novo Mesto, Slovenia; Faculty of Business Management and Informatics – Novo Mesto, Slovenia; Business Academy Smilevski – BAS, Skopje, Macedonia; BAS Institute of Management, Bitola, Macedonia, ISBN 978-86-80194-15-8
Abstract
Satisfaction is a crucial element in the decision-making process of consumers,
especially in repeated buying of products and services. It is a key in retaining existing and
optaining the potential customers. In marketing the satisfaction is conected with efforts to
achieve consumer satisfaction with the purchase of products and services. From the consumer’s
degree of satisfaction depends repeated buying of product and service. In cases where
consumers are not satisfied with the performed buying or product performance, they feel
cheated and it is almost certain that they will use anther product brands.
especially in repeated buying of products and services. It is a key in retaining existing and
optaining the potential customers. In marketing the satisfaction is conected with efforts to
achieve consumer satisfaction with the purchase of products and services. From the consumer’s
degree of satisfaction depends repeated buying of product and service. In cases where
consumers are not satisfied with the performed buying or product performance, they feel
cheated and it is almost certain that they will use anther product brands.
Key words
marketing, marketing concept, customer satisfaction, brand
