Analysis of Customer Satisfaction with Technical Goods at Merkur d. d

The subject of the diploma thesis is to present sales to customers at Merkur, d. d. (hereinafter Merkur) and the necessary business processes and company organisation required to meet customer expectations and demands and thereby achieve their satisfaction. With the help of a survey, which is described in detail in the fourth chapter, the level of customer satisfaction at Merkur, TC Studenci was determined. Equally poor results would result from reducing the discount based on the activity the customer performs. Given the specific discount per place of purchase, we have a major problem at Merkur regarding internal competition, which we have been facing for some time.

Problem

The subject of the diploma thesis is to present sales to customers at Merkur, d. d. (hereinafter Merkur) and the necessary business processes and company organisation required to meet customer expectations and demands and thereby achieve their satisfaction. The purpose of the diploma thesis is to determine how the allocated terms of cooperation affect customer satisfaction and what significance this has at Merkur, TC Studenci.

The diploma thesis is divided into five chapters. In the first part, the joint-stock company Merkur, its mission, vision and strategy for achieving set goals will be presented. The second chapter of the thesis contains the definition of satisfaction, the main factors of satisfaction and the connection between expectations, loyalty and customer satisfaction.

The third section of the diploma thesis contains a theoretical presentation of trading company operations, the organisation of Merkur and the sales process to end customers at Merkur.

Solution and Method

With the help of a survey, which is described in detail in the fourth chapter, the level of customer satisfaction at Merkur, TC Studenci was determined. The research illustrated customer satisfaction regarding the assortment of goods, prices, competence of sales staff and how to make improvements that would contribute to even greater business success. The last chapter presents concluding thoughts or the conclusion of the diploma thesis.

The diploma thesis addressed the issue of customer satisfaction. Customer satisfaction was studied in detail with the help of professional literature. A survey on satisfaction with the terms of cooperation was then conducted.

Based on the survey analysis, it was found that TC Studenci customers are on average very satisfied with the way of doing business or all terms of cooperation. The rewards for all the effort are satisfied customers and recommendations that also attract others. The diploma thesis is based on the assumption that customer care is one of the most important factors in a company, which needs to be continuously monitored and studied.

It is necessary to determine their expectations, fulfil them to the greatest extent, strive to keep them loyal to the company and, of course, handle dissatisfied customers carefully. Loyalty to the company was established. A possible reduction in discount depending on the place of purchase would be a very poor business decision.

Results

Equally poor results would result from reducing the discount based on the activity the customer performs. Given the specific discount per place of purchase, we have a major problem at Merkur regarding internal competition, which we have been facing for some time. Customers or business partners have already noticed this.

Employees, especially managers, try to prevent customers or business partners from going from one centre to another and undercutting prices. For each customer, we have a designated sales representative who can determine benefits (discount, payment deferral…). This is precisely where the dissatisfaction of those customers with whom contact has not been established is reflected, and who want to get things under the most favourable terms.

The best solution would be for the sales plan by sales representatives to be merged (e.g.: all centres in the regional area have a joint plan), so that they would help each other. This would eliminate internal competition and more time could be devoted to external competition. Special attention is needed when defining business with new customers.

Doing business on deferred payment terms carries the risk that the customer will not settle the purchase price for the goods received. Therefore, companies try to protect themselves in various ways to prevent write-offs of receivables. Merkur requires new customers to sign a business agreement, an integral part of which is payment security.

Due to the current recession, it is necessary to have two bills of exchange set up. Customers are very satisfied with complaint resolution, friendliness and professional competence of sales staff, delivery and payment terms. Good business relationships and the customer's connection to the account manager or sales representative is reflected in the purchase discount, as most customers are satisfied with the discount they receive.

They are less satisfied with pricing policy. They believe there are too few discounts. All this is conditioned by the current poor market conditions.

It is necessary to continuously monitor customer needs and wishes and adapt products, assortment and distribution methods, adapting to customer needs and wishes, or more broadly to the market. To meet customer requirements or wishes and expectations, the company must respond quickly to changes in the environment in which it operates. After diversification, it was found that mistakes were made in the possibilities of satisfying customer needs, as we do not offer all goods in one place.

Therefore, we recommend that the company carefully studies the survey results and takes them seriously and tries to improve shortcomings. In this way, Merkur will gain additional competitive advantage. The diploma thesis can be helpful to the company's management or at least the management of individual trading centres of Merkur.

The basic assertions of the diploma thesis were shown to be correct through research and analysis. Let us mention one more fact: in 2008, TC Studenci was the best centre in Merkur in terms of total sales (which also includes receivables and costs). The greatest credit for this goes to the centre manager and the head of sales.

We must be aware that all employees in the company contribute to customer satisfaction, but most of all the managers and all those who come into contact with customers.