摘要：Satisfkacija potrošača je značajna u poslovnom upravljanju jer predstavlja dugoročni osnov profitabilnosti,kako pojedinih linija proizvoda i usluga tako i preduzeća u celini.Satisfkaciju potrošača,u savremenim tržišnim uslovima karakteriše veliki broj alternativa koje mogu da zadovolje istu potrebu ili želju potrošača,a preduslovsu retencije,lojalnosti i pozitivne usmene komunikacije između preduzeća i prodavaca sjedne i potrošača s druge strane.Preduzeća ulažu sve više investicija i upravljačkih napora u unapređivanje satisfakcije potrošača.Unapređivanje satisfakcije potrošača podrazumeva njeno merenje i preduzimanje adekvatnih marketing strategija i taktika,kao i korektivnih mera.U radu su predstavljeni poznati pokušaji merenja satisfakcije potrošača na makro i mikro nivou marketinške analze.Indekssatisfakcije potrošača je važan pokazatelj ostvarenog kvaliteta i tržišnih performansi preduzeća i može se izračunavati na mikro i makro nivou.Nacionalni indeksisatisfakcije potrošača predstavljaju korisne okvire za analizu konkurentnosti nacionalnih ekonomija,privrednih grana i pojedinačnih preduzeća,a koriste se i za čitav niz drugih aspekata posmatranja i analize.Standardizacija indeksa satisfakcije potrošača u različitim zemljama omogućuje uporedivost dobijenih podataka,što daje novi kvalitet analize u eri globalizacije i internacionalizacije poslovanja.
其他摘要：Customer satisfaction is important in business management as a basis for long-term profitability of a single line of products and services and the company as a whole.Customer satisfaction in modern market conditions is characterized by a large number of alternatives that can satisfy the same need or desire of consumers,and are a prerequisite for the retention,loyalty,and positive verbal communication between companies and vendors on one hand and consumers on the other.Companies are investing more and more investment and management efforts in improving customer satisfaction.Improving customer satisfaction and its measurement involves the taking of appropriate marketing strategies and tactics,as well as corrective measures.This paper presents the well-known attempts to measure customers’ satisfaction at the macro and micro level of marketing analysis.The index of consumer satisfaction is an important indicator of achieved quality and market performance of companies and can be measured on a micro and macro level.National customer satisfaction indexes are useful framework for analyzing the competitiveness of national economies,industries and individual companies and are used for a variety of other aspects of observation and analysis.Standardization of consumer satisfaction indexes in different countries allows comparability of the data,giving a new quality of analysis in the era of globalization and internationalization of business.
关键词：Satisfkacija potrošača je značajna u poslovnom upravljanju jer predstavlja dugoročni osnov profitabilnosti,kako pojedinih linija proizvoda i usluga tako i preduzeća u celini.Satisfkaciju potrošača,u savremenim tržišnim uslovima karakteriše veliki broj alternativa koje mogu da zadovolje istu potrebu ili želju potrošača,a preduslovsu retencije,lojalnosti i pozitivne usmene komunikacije između preduzeća i prodavaca sjedne i potrošača s druge strane.Preduzeća ulažu sve više investicija i upravljačkih napora u unapređivanje satisfakcije potrošača.Unapređivanje satisfakcije potrošača podrazumeva njeno merenje i preduzimanje adekvatnih marketing strategija i taktika,kao i korektivnih mera.U radu su predstavljeni poznati pokušaji merenja satisfakcije potrošača na makro i mikro nivou marketinške analze.Indekssatisfakcije potrošača je važan pokazatelj ostvarenog kvaliteta i tržišnih performansi preduzeća i može se izračunavati na mikro i makro nivou.Nacionalni indeksisatisfakcije potrošača predstavljaju korisne okvire za analizu konkurentnosti nacionalnih ekonomija,privrednih grana i pojedinačnih preduzeća,a koriste se i za čitav niz drugih aspekata posmatranja i analize.Standardizacija indeksa satisfakcije potrošača u različitim zemljama omogućuje uporedivost dobijenih podataka,što daje novi kvalitet analize u eri globalizacije i internacionalizacije poslovanja.
其他关键词：Customer satisfaction is important in business management as a basis for long-term profitability of a single line of products and services and the company as a whole.Customer satisfaction in modern market conditions is characterized by a large number of alternatives that can satisfy the same need or desire of consumers,and are a prerequisite for the retention,loyalty,and positive verbal communication between companies and vendors on one hand and consumers on the other.Companies are investing more and more investment and management efforts in improving customer satisfaction.Improving customer satisfaction and its measurement involves the taking of appropriate marketing strategies and tactics,as well as corrective measures.This paper presents the well-known attempts to measure customers’ satisfaction at the macro and micro level of marketing analysis.The index of consumer satisfaction is an important indicator of achieved quality and market performance of companies and can be measured on a micro and macro level.National customer satisfaction indexes are useful framework for analyzing the competitiveness of national economies,industries and individual companies and are used for a variety of other aspects of observation and analysis.Standardization of consumer satisfaction indexes in different countries allows comparability of the data,giving a new quality of analysis in the era of globalization and internationalization of business.
