Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2018.1484786
Customer satisfaction and different evaluation of it by companies
Petr Suchánek
; Department of Corporate Economy, Masaryk University Faculty of Economics and Administration, Brno, Czech Republic
Maria Králová
; Department of Applied Mathematics and Computer Science, Masaryk University Faculty of Economics and Administration, Brno, Czech Republic
Sažetak
The aim of this article is to evaluate customer satisfaction from the
perspective of companies in comparison with the perspective of
the customers themselves. From the perspective of the company
it is necessary to know customer satisfaction, as it is reflected in
the company’s performance. The research shows that there are
significant differences in the evaluation of customer satisfaction
from the perspective of companies and from the perspective of
their customers, and that these differences are also reflected in
the differences in the performance of the companies. The selfevaluation
of companies tends to be overestimated in relation to the
evaluation of companies by their customers, regardless of whether
the companies are high-performing or low-performing. Customers are
better able to distinguish the high-performing companies from the
low-performing ones, since the high-performing companies received
better evaluation from customers. In contrast, in the self-evaluation of
companies, there were no statistically significant differences between
the high-performing and low-performing companies. Companies
evaluate customer satisfaction incorrectly regardless of their level
of performance. Even if the evaluation of customer satisfaction from
the company’s perspective is generally overestimated in comparison
with the view of customers, some factors of satisfaction are, at least
concerning the trends, in agreement with both perspectives, that is,
those of the customers and the companies.
Ključne riječi
Self-evaluation of enterprises; customer satisfaction; product quality; company performance; financial ratios; customisation
Hrčak ID:
206109
URI
Datum izdavanja:
3.12.2018.
Posjeta: 3.159 *