ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 8 (1), pp. 001-011, January, 2014. © International Scholars Journals
Full Length Research Paper
An exploratory study of a business strategy for providing customer satisfaction in the Republic of Serbia
Dragan Cockalo1*, Dejan Djordjevic1, Zvonko Sajfert1, Srdjan Bogetic2 and Cariša Besic3
1University of Novi Sad, Technical Faculty “Mihajlo Pupin” in Zrenjanin, 23000 Zrenjanin, Djure Djakovica bb, Republic of Serbia.
2Belgrade Business School, 11000 Belgrade, Kraljice Marije 73, Republic of Serbia.
3University of Kragujevac, Technical Faculty Cacak 32000 Cacak, Svetog Save 65, Republic of Serbia.
Accepted 24 September, 2013
Abstract
A key strategic objective for any company should be to achieve and understand the optimum level of customer satisfaction. This contention is, conceptually, the objective of the wider analysis in this paper, in addition to the model for providing customer satisfaction in the form of a business strategy. This theoretically-based model is harmonized with the following important concepts: quality management, business excellence and relationship marketing. The research, which was carried out in companies and among experts in the Republic of Serbia, indicated the validity of the model. Some 600 organizations and 100 experts were canvased in the course of the research and 84 companies and 37 experts responded.
Key words: Business strategy, customer satisfaction, quality management system, business excellence, relationship marketing.