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2018, vol. 49, br. 4, str. 249-258
Komunikacione veštine prodavaca kao determinanta satisfakcije i lojalnosti potrošača
Univerzitet u Kragujevcu, Ekonomski fakultet

e-adresassapic@kg.ac.rs, mkocic@kg.ac.rs, jsavic@kg.ac.rs
Sažetak
Kvalitet interakcije između prodavaca i potrošača polazna je osnova za razvoj zadovoljstva i uspostavljanje dugoročnih odnosa između preduzeća i potrošača. Cilj rada je da se ispita uticaj veština verbalne i neverbalne komunikacije prodavaca na satisfakciju i lojalnost potrošača oslanjajući se na dimenzije SERVQUAL modela. Sprovedeno je empirijsko istraživanje na uzorku od 229 potrošača a podaci su analizirani u statističkom softveru SPSS. Istraživanjem je utvrđeno da posedovanje veština verbalne i neverbalne komuniacije prodavaca determiniše satisfakciju i lojalnost potrošača, pri čemu je jačina uticaja veština neverbalne komunikacije u oba slučaja jača u odnosu na jačinu uticaja verbalne komunikacije. Dodatno je ispitano i potvrđeno da satisfakcija ima medijatorski efekat kada se posmatra odnos između veština verbalne i neverbalne komunikacije prodavaca i lojalnosti potrošača. Rad ukazuje na značaj analize kvaliteta komunikacionog odnosa koji se uspostavlja između prodavaca i potrošača a njegovi rezultati mogu imati praktične implikacije u poslovnoj praksi savremenih preduzeća.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt1804249S
objavljen u SCIndeksu: 28.03.2019.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0