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THE INFLUENCE OF CUSTOMER SATISFACTION AND QUALITY PERCEPTION ON FINANCIAL PERFORMANCE OF A COMPANY
Abstract
Topic of this paper is to analyze the impact of customer's satisfaction and further related factors on financial performance of a company. The aim of this article is to identify the factors that affect customer satisfaction and customer's perception of the quality and have subsequent effect on a financial performance. The article is based on research that focused on companies in the food industry. First, we found the financial performance of surveyed companies (based on indicators ROA, ROE and assets turnover) and on this basis they have been divided on companies efficient and inefficient. Furthermore factors were identified (based on previous research of authors) that have an impact on customer satisfaction (among these factors include product quality, customer requirements for product, comparison with competitive products, etc.). With the use of non-parametric statistical methods it was analyzed, what factors affecting customer satisfaction also affect business performance. While information about the company's performance was based on accounting data, information about customer satisfaction (according to individual examined factors), was came from the customers of surveyed companies.
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