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2018, vol. 65, br. 1, str. 93-109
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Uticaj marketing odnosa sa kupcima na finansijske performanse proizvodjača suncokretovog ulja u Srbiji
The impact of relationship marketing with customers on the financial performance of the sunflower oil manufacturers in Serbia
Sažetak
Cilj ove studije je da se empirijskim istraživanjima utvrdi prema konceptu marketing odnosa, kako ključni atributi cene i brenda kao determinante satisfakcije i lojalnosti kupaca utiču na stvaranje vrednosti za kupaca i dugoročnog profita u sektoru proizvodjača suncokretovog ulja u Srbiji. Za potrebe ove studije kreiran je upitnik kao sredstvo za prikupljanje primarnih podataka. Upitnik je struktuiran prema konstacijama koje su opredeljivale ključne atribute satisfakcije kupaca, i distribuiran na 125 ispitanaka. Korišćena je deskriptivna statistika i višestruki regresoni model analize kako bi se odredili ključni faktori atributa satisfakcije kupaca koji utiču na percipranu vrendost kupaca. Na ovaj način posmatra se uticaj satisfakcije i njenih atributa kao nefinansijskih merila na finansijska merila performansi preduzeća. Na osnovu dobijenih rezultata, ova studija je utvrdila da faktori ključnih atributra koji se odnose na cenu i brend imaju statistički značajan uticaj na satisfakciju, pri čemu najjači uticaj ima brend proizvodjača. Rezultati istraživanja lojalnosti kupaca, kao druge ključne odrednice marketing odnosa, potvrđuju da jedino brend ima značajan i veoma jak uticaj na lojalnost kupaca. Cena predstavlja važan faktor u obezbeđivanju trenutne satisfakcije kupaca, ali dugoročno gledano, kupci su prvenstveno fokusirani ka onim proizvođačima ulja koji imaju snažan brend, odnosno korporativnu reputaciju. Studija otvara mogućnost diskusije u postojećoj literaturi tako što otkriva kako ključni atributi satisfakcije i lojalnosti kupaca utiču na stvaranje superiorene vrednosti za kupaca i dugoročne vrednosti samog preduzeća. U ovoj studiji je potvrđeno da se proces stvaranja vrednosti za preduzeće ne postavlja na osnovu tradicionalne formule gde on počinje inputom i završava se autputem. Input za stvaranje autputa preduzeća, dolazi iz interakcije sa kupcima. U tom konekstu se posmatra ekonomski efekat između doslednog proizvođenja superiorne vrednosti za kupca i dugoročnog profita. Takođe, vrednost ove studije proizilazi iz rezultta istraživanja, da savremeni tržišni uslovi poslovanja nameću potrebu oblikovanja finansijskih izveštaja prema različitim interesnim grupama obezbeđujući dodatne nefinansijske mere uspešnosti i informacije u odnosu na one koje se mogu pročitati iz postojećih osnovnih finansijskih izveštaja.
Abstract
The purpose of this study is to investigate empirically how determinant attributes of price and brand, based on relationship marketing concept, influence customer perceived value as well as long-term profit in the Serbian sunflower oil industry. For the purpose of this study, a self-administrated questionnaire was distributed to 125 respondents. This questionnaire has been created to collect primary data and it has a structure that reflects statements which show customers' satisfaction determinant attributes. A descriptive and multiple regression analysis was used to identify which factors of determinant attributes of customers' satisfaction influenced customer-perceived value. Therefore, we perceive the influence of satisfaction and its attributes as nonfinancial measures on financial measures which are related to enterprise performance. This study found that factors of determinant attributes of price and brand significantly and statistically influenced the satisfaction, whereas the manufacturer's brand has the greatest influence. Furthermore, analyzing the loyalty of customers as a second key factor of relationship marketing, the results of this study undoubtedly confirmed that only the brand significantly influenced customers' loyalty. The price represents a significant factor in providing immediate customers' satisfaction. But, in the long run, the focus of customers is on those oil manufacturers who have a powerful brand (corporate reputation). The study opens possibilities of discussion in the existing literature due to the fact that it reveals how determinant attributes of customers' satisfaction and loyalty influences the creation of superior value for the customer as well as the creation of long-term value for the enterprise. This study found that the process of creation enterprise's value was not based on a traditional formula, where it began with input and ended with the output. The mere input for the creation of enterprise's output emerges from interaction with customers. In this context, it's very important to take into account the economic effect between the consistent creation of superior value for the customer and long-term profit. Moreover, the importance of this study emerges from research results which show that modern market conditions impose the need for tailoring financial statements that are based on various interest groups. In this way, additional non-financial measures of success are provided as well as information in relation to those that can be obtained from existing basic financial statements.
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