The Performance of Food Enterprises and the Satisfaction of Their Customers
The Performance of Food Enterprises and the Satisfaction of Their Customers

Author(s): Petr Suchánek, Maria Králová
Subject(s): Business Economy / Management, Accounting - Business Administration, Marketing / Advertising, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: Business performance; financial indicators; customer satisfaction;
Summary/Abstract: The subject of this article is an analysis of the relationship between a company’s performance and the satisfaction of its customers. The aim of the article is to determine what relationship exists between business performance and customer satisfaction, whether such satisfaction is measured directly (by means of questions about customer satisfaction with the product) or indirectly, by means of questions about factors which influence satisfaction. The factors which influence customer satisfaction are image, customer expectation, perceived quality, perceived value and complaints. The research was carried out on a sample of 99 enterprises from the food industry in the Czech Republic and a sample of their customers. Performance was assessed using the financial indicators ROA, ROE and asset turnover (ATO). Customer satisfaction was determined using a questionnaire. Within the research, companies were divided into performing and underperforming using the financial indicators, and statistically significant differences in customer satisfaction were subsequently determined using a questionnaire for both groups of enterprises. It was found that these differences exist both within direct customer satisfaction and within almost all of the indirectly monitored satisfaction factors. The research shows that performing companies achieved higher customer satisfaction, including higher (better) image, customer expectation, perceived quality and value, and complaints (for this factor, a better result was a lower level of complaints).

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