SATISFACTION BAROMETER OF THE CUSTOMERS OF AUCHAN RUSSIA

Yıl 2011, Cilt: 3 Sayı: 1, 59 - 66, 01.06.2011

Barbara Timar Nagyne

Öz

Customer satisfaction research helps businesses build stronger relationships. The
establishments need to retain existing customers while targeting non-customers.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace. This
international retail group in Russia yearly surveys satisfaction researches. I have
been working for the research department since April 2010 and I planned and
carried the last project into display. In my presentation I would like to
demonstrate the succeeds. The questionnaires were realized in august 2010, in 7
hypermarkets in 4 cities of Russia. Aims at principal of satisfaction barometer
were:
• to measure the quality of service really perceived by the most regular
customers in each store,
• to propose the evolutions of satisfaction,
• to underline the strength and the weaknesses of the store and its regional
performances,
• to identify the relative importance of dimensions of service in the total
satisfaction of the customers,
• and to draw the priority actions from them to improve total satisfaction of
the customers.

Anahtar Kelimeler

Customer satisfaction, Research, Russian market

Kaynakça

• Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein (2008),
• Marketing metrics; 50+ metrics every executive should master, Budapest, Scolar Kiadó David Ford (2003), The Business Marketing Course; Managing in Complex
• Networks, Budapest, KJK-KERSZÖV Kiadó Naresh K. Malhotra (2009), Marketing Research: an applied orientation, Budapest, Akadémiai Kiadó Федеральная http://www.gks.ru/wps/wcm/connect/rosstat/rosstatsite/main/price/# [Accessed 03.2011] служба государственной статистики
• Organisation for economic co-operation and development, OECD.StatExtracts http://stats.oecd.org/index.aspx?queryid=23120 [Accessed 20.02.2011]