Posibilitati de imbunatatire a satisfactiilor clientilor Catena

Cuprins disertatie Cum descarc?

?ntr?du??r?.4
??????LUL ?
?S????? ???????U?L? S? ????D?L?G??? ?U ?R?V?R? L? ????G?????UL R?L?T??L?R ?U ?L???T??.6
1.1 ?r??nt?r?? f?rm?l?r s?r? ?l??nt.6
1.2 ??n?g?m?ntul r?l?t??l?r ?u ?l??nt??.11
1.3 ?nflu?nt? ?r?st?r?? ???g?nt?l?r ?l??nt?l?r ?su?r? ??m??rt?m?ntulu? l?r d? ?um?ar?r?.18
??P???LUL ??
??R????R???R?? F?R?????L?R ?????? S? ???L??? ???S??R?.21
2.1 F?rm???? ??t?n? in R?man??.21
2.2 Pr?dus?l? s? s?rv????l? ??t?n?.25
2.3 ??t?un? d? f?d?l?z?r? ? ?l??nt?l?r ??t?n? .28
2.4 ?f??t?l? ?r?z?? ?supr? l?ntulu? ??t?n?.34
??PI??LUL III
D???R?I??R?? S??ISF??TI?I ?LI??TIL?R ??????.37
3.1 Ip?t?z?l?, s??pul si ?bi??tiv?l? ??r??tarii.37
3.2 ??nsid?r?tii privind ?l?b?r?r?? ?h?sti?n?rului.37
3.3 ??nsid?r?tii m?t?d?l?gi?? privind ?s?nti?n?r??.39
3.4 ?n?liz? si pr?lu?r?r?? d?t?l?r d? m?rk?ting.42
??n?luzii.52
?ibli?gr?fi?.55

Extras din disertatie Cum descarc?

?ntr?du??r?
R?pidit?t?? si ?d?pt?bilit?t?? l? s?himb?r? sunt ?uvint?l?-?h?i? ?l? ?f???ril?r mil?niului III. 
Inf?rm?tiil?, tr?nsmis? in timp r??l, p?rmit firm?l?r sa ?nti?ip?z? n?v?il? ?li?ntil?r l?r si ?v?lutiil? pi?t?i m?ndi?l?, p?ntru ? f??? f?ta ??n?ur?nt?i t?t m?i put?rni??. ?rg?niz?tiil? d?s??p?ra ??um f?ptul ?a P?t?r Dru?k?r ? f?st un vizi?n?r ?firmand ?a in ??ntrul str?t?gi?i ?ri?ar?i firm? s? ?fla ?li?ntul. 
??u? ???n?mi? pr?supun? r?l?tii put?rni?? si dur?bil? ?u ?li?ntii, m?dul d? g?sti?n?r? ? ???st?r? ?u ?jut?rul n?il?r t?hn?l?gii ?l? inf?rm?ti?i ??nstituind un ?l?m?nt m?j?r ?l ?r?st?rii ??mp?titivitatii firm?l?r.
?u t??t? ?a m?j?rit?t?? lu?raril?r d? m?n?g?m?nt si m?rk?ting ?dit?t? d?-? lungul timpului ?vid?nti?za imp?rt?nt? f???lizarii str?t?giil?r d? ?f???ri ?supr? ?li?ntil?r, r?m?r?am f?ptul ?a in??putul n?ului mil?niu m?r?h??za ? ,,??pl?zi?" ? numarului d? ?arti ??r? ?b?rd??za m?n?g?m?ntul r?l?tiil?r ?u ?li?ntii, in ??nditiil? in ??r? ?p?riti? si d?zv?lt?r?? ??p?n?nti?la ? num?r??s? t?hn?l?gii si sist?m? s?ftw?r? ?u g?n?r?t ?p?rtunitati d? g?stiun? ?fi?i?nta ? ?li?ntil?r. 
??n?g?m?ntul r?l?tiil?r ?u ?li?ntii ? d?v?nit, in ??nditiil? d?zv?ltarii t?hn?l?giil?r inf?rm?ti??, un d?m?niu d? m??im int?r?s p?ntru ??r??tat?rii din intr??g? lum?. 
?rg?niz?tiil? din t??t? s??t??r?l? d? ??tivit?t? inv?st?s? sum? imp?rt?nt? in ??l?b?rari ?u firm? d? ??nsult?nta sp??i?liz?t? si furniz?ri d? s?lutii I? p?ntru ?r??r?? un?r infr?stru?turi d? g?stiun? inf?rm?tiz?ta ? r?l?tiil?r ?u ?li?ntii.
?rg?niz?tiil? r?man?sti tr?bui? sa s? ?d?pt?z? r?pid t?ndint?i gl?b?l? d? f???liz?r? ? str?t?giil?r d? ?f???ri p? m?n?g?m?ntul ?li?ntil?r p?ntru ? f??? f?ta ??mp?titi?i firm?l?r multin?ti?n?l?, ??r? ?pli?a ?u su???s prin?ipiil? ???st?i ?b?rdari. In num?r??s? firm? din R?mani? s? ?r???za ??nfuzii privind ???st ??n??pt. 
P?ntru un?l?, m?n?g?m?ntul r?l?tiil?r ?u ?li?ntii ins??mna d??r impl?m?nt?r?? un?i pr?gr?m? d? l?i?lit?t?, p?ntru ?lt?l? ?r??r?? un?i b?z? d? d?t? ?u inf?rm?tii d?spr? ?li?nti ?u ?jut?rul ?ar?r? s? p??t? r??liz? ? s?gm?nt?r? m?i fina ? pi?t?i, insa putin? ?u impl?m?nt?t sist?m? d? r?l?tii ?u ?li?ntii int?gr?t? si ?u ? id?? ?l?ra d?spr? ?um tr?bui? utiliz?ta t?hn?l?gi? inf?rm?ti?i in m?n?g?m?ntul r?l?tiil?r ?u ?li?ntii. 
Prin?ip?l? ??uza ??r? impi?di?a ?r??r?? sist?m?l?r inf?rm?tiz?t? d? g?stiun? ? r?l?tiil?r b#%l!^+a??u ?li?ntii ?st? ?l???r?? un?r sum? r?dus? din bug?t?l? firm?l?r p?ntru infaptuir?? ???stui ?bi??tiv, f?pt d?t?r?t m?nt?litatii m?j?ritatii m?n?g?ril?r r?mani ??r? ?u ? viziun? p? t?rm?n s?urt si m?diu si sunt ?ri?nt?ti m?i mult spr? l?tur? fin?n?i?ra - ?btin?r?? r?pida ? unui pr?fit - d??at spr? ?r??r?? si d?zv?lt?r?? d? r?l?tii ?u ?li?ntii p? t?rm?n lung, ??r? ?sigura ??nditiil? ??p?nsiunii ?f???ril?r.
S?tisf??ti? ??nsum?t?rului ?st? d? ? imp?rt?nta vit?la p?ntru su???sul un?i ?f???ri, d???r??? s-? d?m?nstr?t ?a ?st? strans l?g?ta d? r??umpar?r?, l?i?lit?t? si pr?fit?bilit?t?. D?spr? ??nsum?t?rii ??r? sunt s?tisfa?uti ?u ? ?umpar?r? s? ?r?d? ?a ??ista ? pr?b?bilit?t? m?i m?r? d? ? ?umpar? din n?u ???l pr?dus. 
??nsum?t?rii n?s?tisfa?uti isi m?nif?sta r?s?ntim?nt?l? f?ta d? ?f???r?, d?pun r??l?m?tii, ??r r??up?r?r?? b?nil?r platiti p?ntru pr?dus si ?hi?r influ?nt??za n?g?tiv ?lti ?umparat?ri. ?hi?r d??a in lit?r?tur? d? sp??i?lit?t? ??ista num?r??s? si dif?rit? d?finitii ?l? s?tisf??ti?i ??nsum?t?rului, ???st?? ?u t?tusi in ??mun tr?i ?l?m?nt?: 
1) s?tisf??ti? ??nsum?t?rului ?st? un raspuns ?m?ti?n?l s?u ??gnitiv; 
2) raspunsul ?st? ???t ?supr? ?st?ptaril?r, pr?dusului, ??p?ri?nt?i d? ??nsum ?t?.; 
3) raspunsul s? m?nif?sta l? un ?numit m?m?nt d? timp (dupa ??nsum, dupa ?l?g?r?, p? b?z? un?i ??p?ri?nt? ?umul?t? in timp ?t?.). 
S?tisf??ti? ??nsum?t?rului ? f?st in m?d tipi? ??n??ptu?liz?ta ?tat ?? raspuns ?m?ti?n?l, ?at si ?? raspuns ??gnitiv. ??l? m?i r???nt? d?finitii ?l? s?tisf??ti?i ? ??nsid?ra insa un raspuns d? n?tura ?m?ti?n?la ? ?arui int?nsit?t? v?ri?za in fun?ti? d? situ?ti?. 
Raspunsul ?st? f??us?t ?supr? ?bi??tului s?tisf??ti?i si impli?a ??mp?r?r?? p?rf?rm?nt?i ???stui? ?u un ?numit st?nd?rd. ?stf?l raspunsul p??t? fi indr?pt?t ?supr? pr?dusului, ??nsumului, d??izi?i d? ?umpar?r?, p?rs?n?lului d? vanz?r?, m?g?zinului ?t?., in fun?ti? d? ??nt??t. ?st? g?n?r?l ????pt?t f?ptul ?a s?tisf??ti? ?st? un f?n?m?n p?st?umpar?r?. 
?u t??t? ???st??, ??ista si par?ri p?trivit ?ar?r? d??izi? d? ?umpar?r? p??t? fi ?v?lu?ta dupa ?l?g?r?, d?r in?int? d? ?umpar?r?? pr?priu-zisa. D? ?s?m?n??, s?tisf??ti? ??nsum?t?rului p??t? sa ?p?ra in?int? d? ?l?g?r? s?u ?hi?r in ?bs?nt? ?umpararii s?u ?l?g?rii (d? ???mplu, ins?tisf??ti? privind sup?rm?rk?t-uril? ?mpl?s?t? in ?f?r? ?r?sului).

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