Customer satisfaction focused business strategy: An exploratory study in Serbian economy

Abstract

Conceptually, the objective of a wider analyses in this paper are the key strategic objectives of a company and achieving and understanding the optimum level of customer satisfaction. Theoreticallybased model for providing customers' satisfaction in the form of business strategy is harmonized with the following important concepts: quality management, business excellence and relationship marketing. The research (survey) which was carried out in companies and among the experts, on the territory of the Republic of Serbia, indicated justifiability of this model and its structure. Totally 600 organizations (all sizes; all ISO 9001 standard certified) and about 100 experts (from the field of interest) were included in the research - the call for participation accepted 84 companies and 37 experts.