Acceptance of customer satisfaction concept: An exploratory study in Serbian companies

Abstract

Satisfying customers is a key element of the company's business, long-term component that connects seller and buyer. This paper presents the parts of a research which had been carried out by the first quarter of 2008 which included 84 QM certified companies and 37 experts from Republic of Serbia. The goals of the research, related to this article, were: firstly, to explain customer satisfaction and value delivered to the customer from the standpoint of business; secondly, to show that customer satisfaction concept is/can be accepted and implemented in Serbian companies.