CUSTOMER SATISFACTION AND LOYALTY IN THE COMPANY SI.MOBIL D.D.

Abstract

Namen diplomske naloge se nanaša na predstavitev podjetje Si.mobil d.d., prvega zasebnega mobilnega operaterja v Sloveniji, ter strategijo ohranjanja zadovoljstva in zvestobe obstoječih odjemalcev. Cilji diplomskega dela izhajajo iz njenega namena, to je prikazati pomembnost zadovoljstva in zvestobe odjemalcev nekega podjetja, objasniti pomembnost poznavanja odjemalčevih želja in potreb in kaj motivira odjemalce pri nakupnem odločanju, ustvarjanje dobrega imena podjetja skozi odzive odjemalcev. Vsi ti cilji so prikazani na primeru podjetja Si.mobil d.d., kjer se na podlagi raziskave o zadovoljstvu in zvestobi odjemalcev pripravi analiza rezultatov in analiza predlogov za izboljšanje programa zvestobe. Podjetja morajo zadovoljiti svoje odjemalce, saj lahko le tako pridobijo konkurenčno prednost, ki je tako pomembna v današnjem času. Uresničevanje tega cilja pa poteka s pomočjo marketinga, oziroma marketinškega koncepta, katerega podjetja čedalje več vpeljujejo v svojo strategijo. Začeti je potrebno z dobro opredeljenim trgom, osredotočiti se na potrebe in želje odjemalcev ter uskladiti vse aktivnosti, le na ta način lahko ustvarimo dobiček od zadovoljnega odjemalca. Zadovoljstvo odjemalcev je ena od najbolj želenih dosežkov podjetja, saj se podjetja zavedajo, da tako pridobijo najugodnejše in najučinkovitejše promoviranje podjetja skozi odjemalce same. Z zadovoljstvom krepimo tudi zvestobo odjemalcev, saj postanejo odjemalci neobčutljivi na ponudbo konkurence ter manj občutljivi na cenovne razlike. Zavedati pa se moramo, da je vzdrževanje obstoječih odjemalcev tudi cenejše od pridobivanja novih. Podjetja na različne načine vplivajo na zadovoljstvo odjemalcev, največkrat preko propagandnih materialov, kartic zvestobe, nagradnih iger. S podatki, pridobljenimi preko teh aktivnosti, pa lahko pripravi podjetje podrobne analize o tem, kaj pravzaprav odjemalci želijo in pričakujejo. Kar pa še vedno ni dovolj. Pristopiti je potrebno načrtno in z ustrezno metodologijo, katera nam omogoči boljše poznavanje svojih odjemalcev. Metode, ki se jih podjetje poslužuje za podrobnejše analize, so lahko sledeče: sistem predlogov in pritožb, ankete o zadovoljstvu odjemalcev, namišljeno nakupovanje in analiza izgubljenih odjemalcev. Ohranjanje obstoječih odjemalcev in vzgajanje novih zvestih odjemalcev postaja strateški cilj mnogih podjetij. Zvestoba odjemalcev potegne za sabo kar nekaj prednosti kot so prihranek, povečan prihodek, brezplačna propaganda s strani odjemalcev, zožen maneverski prostor konkurence, odjemalci so bolj dovzetni za spremembe, prispevajo več predlogov ter jim podjetje ostane v zavesti, tudi ko se odločajo za nakup v zadnjem trenutku. V povezavi z zvestobo odjemalcev pa lahko govorimo tudi o programih zvestobe, ki so usmerjeni v obrambno strategijo podjetja. Gre za strategijo, usmerjeno k razvijanju in poglabljanju odnosov z odjemalci, spodbujajo njihovo vračanje in višajo njihovo zvestobo. Program zvestobe mora biti dinamično orodje, saj je potreben hiter odziv na spremembe v tržnem okolju, program zvestobe je orodje za prilagajanje vsebine programov okolju. Ker pa program zvestobe zahteva stroške in energijo, moramo zagotoviti da ni le neko odvečno orodje, ampak zagotovi povečanje dobička in tržnega deleža. Zagotavljanje zadovoljstva in zvestobe odjemalcev pa ne moremo uspešno izvesti brez pomoči zadovoljnih zaposlenih. Odjemalci vrednotijo svoje izkušnje s podjetjem na podlagi tega, kakšno je vedenje tistih zaposlenih v podjetju, ki imajo neposreden stik z njimi. Za uresničevanje vizije in ciljev morajo zaposleni začutiti prijetno organizacijsko klimo, kar se bo odražalo tudi v odnosu z odjemalci. Podjetje Si.mobil d.d. je eno tistih podjetij, ki posvečajo veliko pozornosti svojim odjemalcem. Na telekomunikacijskem trgu so edina stalnica spremembe in prilagajanje le-tem je postalo nujno za konkurenčno prednost. Podjetje Si.mobil d.d. se za dobiček in za pridobivanje tržnega deleža poslužuje programov zvestobe.The purpose of the diplomic exam is relating to presentation of Simobil d.d, the first private mobile operator in Slovenia and it’s strategy of maintaining the satisfaction and loyalty of the existing customers. The goal of the diplomic exam is originating from its purpose and that is to show the importance of satisfaction and loyalty of customers from the company, explaining the importance of knowing customers needs and wishes and what is motivating the customers buying decision, building the good name of the company through the response of the customers. All of these goals we will try to show on the example of company Simobil d.d., where basing on the research of customers satisfaction and loyalty , we will prepare the analysis of results and the analysis of suggestions for improving the program of loyalty. By satisfying the customers the companies can get a head start from the competiting companies and which is so important in these days. Achieving of this goal is running with the help of the marketing and its concept. The concept of marketing is used more and more in companies strategic plan. The company must have a market strategy and it must focus on the needs and wishes of the customers and synchronising all the activities. Only like that we can make a profit from the satisfied customer. Satisfaction of the customers is one of the most wanted achievements of the company and with that they are aware that they can get a good promotion of company through the consumers. With satisfaction we are also strengthening the loyalty of the customers as they become insensitive to the offers of competition and insensitive to the price difference. With that we must be aware that the maintaining of existing customers is much cheaper than getting new ones. Companies are differently affecting on the satisfaction of the customers. Mostly through advertising material, loyalty cards, game prises. With data collected through these activities the company can prepare thorough analysis what the customers need and expect. And that still isn’t enough. They must approach with a plan and with the suitable methods which makes us understand the customers better. Methods that companies use for knowing the customers better are: system of suggestions and complaints, research of customer satisfactions, imaginary buying and analysis of lost customers. Maintaining the existing customers and rising of new loyal customers is becoming the strategic goal of many companies. Loyalty of the customers brings the companies quite a few profits such as: more savings, income increases, free advertising through the customers, narrowing the manoeuvring space to the competition, consumers become less sensitive to the changes, they give more suggestions and the company is becoming sub conscience even by buying in last moment. In combination with loyalty of the consumers we can also talk about loyalty programs which are pointed as defence strategy of the company. It is about strategy pointed to evolving and deepening the relations with the consumers, encouraging their coming back and rising their loyalty. Loyalty program must be a dynamic tool because it demands a quick response on the market changes. Loyalty program is a tool for adjusting the meaning of the program to the surrounding. And because it demands additional expenses it must not only be a tool but it must bring the company additional profit and market share. We can’t keep the satisfaction and the loyalty of the customers without the help of satisfied employees. Consumers value their experiences with the company basing on the behaviour of the company employees toward them. For achieving the visions and the goals of the company the employees must feel the positive climate in the organisation which affects on the quality of behaviour toward the customers. Company Simobil d.d. is one of the companies which dedicate a great deal of dedication to its customers. On the telecommunication market the only constant are changes and adapting to them has become necessary for competitio