Business Strategy of Providing Customer Satisfaction: An Exploratory Study in QM Certified Serbian Companies

Abstract

The key strategic objective of a company should be achieving and understanding the optimum level of customers' satisfaction. This allegation is, conceptually, the objective of a wider analyses in this paper, as well as the model for providing customers’ satisfaction in the form of business strategy. This theoretically-based model 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. The total of 600 organizations (all sizes; all QM certified) and about 100 experts (from the field of interest) were included in the research – the call for participation was accepted by 84 companies and 37 experts.