- citati u SCIndeksu: 0
- citati u CrossRef-u:0
- citati u Google Scholaru:[
 ]
- posete u poslednjih 30 dana:6
- preuzimanja u poslednjih 30 dana:4
|
|
|
2014, vol. 45, br. 3, str. 179-186
|
|
Istraživanje satisfakcije potrošača o kvalitetu usluga javnih komunalnih preduzeća grada Beograda
Research on customer satisfaction with the quality of services provided by public utilities of the city of Belgrade
Sažetak
Tržišni uslovi izraženog monopola, u kojima su javna preduzeća nekada poslovala, presudno su diktirali i sam način poslovnog razmišljanja ovih preduzeća. Međutim, promene u okruženju, kao što su intenziviranje konkurencije i promene potreba i zahteva potrošača, zahtevaju napuštanje zastarele i prihvatanje nove poslovne orijentacije. Danas su javna preduzeća u poziciji da kreiraju i ponude tržištu usluge višeg nivoa kvaliteta, zasnovano na boljoj i intenzivnijoj komunikaciji sa svojim potrošačima. Poslovanje javnih preduzeća prati regulacija javne uprave, odnosno ograničenja u pogledu izbora strategija poslovanja, ograničenja u formiranju cena, izboru dobavljača i slično. Sa druge strane, pojavljuje se i granska konkurencija, na koju javna preduzeća moraju računati. U takvom okruženju, kreiranje efikasnih usluga treba da predstavlja ključni strateški cilj razvoja javnih preduzeća iz komunalne oblasti grada Beograda, kao modernih servisnih kompanija. Ove kompanije treba da budu moderne i tržišno zasnovane, sposobne da aktivno učestvuju u promenama na tržištu - da ih prate i iniciraju. U tom smislu, građani, kao ključni korisnici, treba da budu u fokusu koncipiranja njihove ponude. Cilj istraživanja, prikazanog u ovom radu, predstavlja utvrđivanje percepcije vrednosti i zadovoljstva potrošača pruženim uslugama javno komunalnih preduzeća na teritoriji grada Beograda. Dobijeni rezultati ukazuju da ispitani građani nisu zadovoljni pruženim uslugama i nemaju jasno definisane stavove po pitanju ključnih aspekata rada javnih preduzeća, a koji su važni za pozicioniranje i podizanje kvaliteta njihovih usluga na tržištu.
Abstract
Monopoly market conditions, in which public companies used to operate ten to twenty years ago, substantially dictated the way of considering and creating business of public companies in Serbia. However, introduction of changes to the environment, such as more intensive competition and changes of needs and demands of the customers requires abandoning old orientations to business. Public companies are in position to create and offer a higher level of service quality, based on better and more intensified communication with their customers. Public enterprises are monitored by public authorities, especially in the areas of restrictions on the choice of business strategies, pricing and price restrictions, selection of suppliers and the like. On the other hand, there is a branch competition occurring, on which public companies must count. In such an environment, creating effective services should be the key strategic objective for the development of public utility companies of the city of Belgrade. Service companies should be modern service companies, able to actively participate in the market, looking upon customers - citizens as users of their services. The aim of the research is to determine the perception of value and customer satisfaction with the services provided by the public utilities of Belgrade. The results of the study indicate that respondents are not satisfied with provided services and do not have clearly defined attitudes towards key aspects of public enterprises, which are supposed to be important for positioning and improving the quality of services in the market.
|
|
|
|
Reference
|
|
|
Bateson, J., Hoffman, D. (2012) Marketing usluga. Beograd: Data status, 4. izdanje
|
|
2  
|
Berry, L.L., Wall, E.A., Carbone, L.P. (2006) Service Clues and Customer Assessment of the Service Experience: Lessons from Marketing. Academy of Management Perspectives, 20(2): 43-57
|
|
|
Carnall, C.A. (2007) Managing Change in Organizations. Harlow, England: Pearson Education Limited
|
|
|
Czepiel, J.A. (1990) Managing relationships with customers: A differentiation philosophy of marketing. San Francisco: Jossey-Bass, 299-323
|
|
|
Egan, J. (2004) Relationship Marketing. Essex, England: Pearson Education Limited
|
|
|
Ilić, M., Živković, Z. (2011) Kvalitet rada javnih preduzeća grada Beograda po oceni potrošačakorisnika usluga
|
|
|
Johnson, W., Weinstein, A. (2004) Superior Customer Value in the New Economy. New York: CRC Press
|
|
2
|
Jones, G.R. (2004) Organizational Theory, Design, and Change. Upper Saddle River, New Jersey: Pearson Education, Inc
|
|
|
Kotler, P., Lee, N. (2008) Marketing u javnom sektoru - put do boljeg izvršenja. Mate Beograd d.o.o
|
|
20
|
Maričić, B. (2011) Ponašanje potrošača. Beograd: CID Ekonomski fakultet, 9. izdanje
|
|
11
|
Maričić, B., Đorđević, A. (2012) Kreiranje i isporučivanje vrednosti potrošačima. Beograd: CID Ekonomski fakultet
|
|
|
Orsingher, C., Marzocchi, G.L. (2003) Hierarchical representation of satisfactory consumer service experience. International Journal of Service Industry Management, 14(2): 200-216
|
|
4
|
Peppers, D., Rogers, M. (2004) Managing Customer Relationships. Hoboken, NJ: John Wiley & Sons
|
|
|
Prabha, R.M., Soolakshna, D.L., Perunjodi, N. (2010) Service quality in the public service. International Journal of Management and Marketing Research, Vol. 3(1): 37-50
|
|
|
Ramseook-Munhurrun, P., Lukea-Bhiwajee, S.D., Naidoo, P. (2010) Service quality in the public service. International Journal of Management and Marketing Research, 3(1)
|
|
|
Randall, L., Senior, M. (1994) A Model For Achieving Quality in Hospital Hotel Services. International Journal of Contemporary Hospitality Management, 6(1/2): 68-74
|
|
6
|
Robbins, S.P., Coulter, M. (2007) Management. Prentice Hall: Upper Saddle River NJ
|
|
|
Robinson, L. (2003) Committed to quality: the use of quality schemes in UK public leisure services. Managing Service Quality: An International Journal, 13(3): 247-255
|
|
1 
|
Savić-Tot, T., Tot, V., Sajfert, Z. (2012) Possible directions in the strategy of continuous education of primary teachers. Industrija, vol. 40, br. 3, str. 191-209
|
|
|
Stanković, J. (2009) Upravljanje promenama u odnosima sa potrošačima u maloprodajnom poslovanju. Beograd: Ekonomski fakultet, Doktorska disertacija
|
|
41
|
Veljković, S. (2009) Marketing usluga. Beograd: Centar za izdavačku delatnost ekonomskog fakulteta u Beogradu
|
|
|
Wirtz, J., Mattilla, A.S. (2001) The Moderating Role of Target-rousal on the Impact of Effect on Satisfaction an Wamination in the Context of Service Experinces. Journal of Retailing, 77
|
|
|
Zeithaml, V.A., Bitner, M.J. (2000) Services Marketing: Integrating customer focus across the firm. Boston, M. A: Irwin/ McGraw-Hill, 2nd
|
|
7
|
Živković, R. (2011) Ponašanje potrošača. Beograd: Univerzitet Singidunum
|
|
|
|
|