Professional paper
https://doi.org/10.38190/ope.15.1.1
QUALITY MANAGEMENT AND CUSTOMER SATISFACTION AS KEY DRIVERS OF COMPETITIVENESS IN THE FOOD INDUSTRY: INSIGHTS FROM PODRAVKA d.d.
Viktorija Adamić Ciglar
orcid.org/0009-0007-6466-3099
Dora Kolaric
orcid.org/0009-0009-7966-5999
Ivan Grgačić
Abstract
In today’s dynamic business environment, marked by increasing competition, rapid technological advancements, and increasingly demanding consumers, quality management of business processes represents a crucial factor in achieving competitive advantage and long-term sustainability. This scientific paper analyzes quality management within the company Podravka d.d. through the implementation of certifications and international standards, emphasizing their role in shaping customer satisfaction and brand perception. The primary objective is to determine how structured approaches to quality assurance and improvement influence consumer perception, loyalty, and the frequency of complaints. The research applies a mixed-method approach—qualitative analysis of professional and academic literature on quality management and consumer behavior, along with a quantitative survey conducted among Podravka’s customers. Using a quantitative research method based on a questionnaire, this study examined consumer satisfaction with various aspects of Podravka’s products: quality, value for money, consistency, availability, and ecological features. The results indicate that consumers perceive Podravka as a high-quality brand, characterized by strong loyalty and positive attitudes towards environmentally conscious practices. Key factors of satisfaction include consistent product quality and a favorable price-to-quality ratio, while sustainability has emerged as an increasingly important criteria in purchasing decisions, especially among younger consumers.
Keywords
consumer perception; customer satisfaction; international standards; product quality; quality management
Hrčak ID:
334772
URI
Publication date:
18.4.2025.
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