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MARKWAY d.o.o Modriča , Modriča , Bosnia and Herzegovina
Number of loyal customers and maintaining the continuity of loyalty is an indicator of the success of marketing activity offers. Consumer satisfaction is reflected in the success of the business, which directly affects the sales results and profit of companies. Knowing the degree of customer satisfaction for the company is very important from two aspects. The first is that if consumers are not satisfied, such dissatisfaction is expressed not only in the fall of customers, but also in the process of measuring customer satisfaction in the company observed as ongoing activities that marketers will have a direct impact on increasing satisfaction and thereby build long-term partnerships. Another aspect is reflected in the transparency of knowledge of loyal customers in order to build business strategies. Transparency is especially important in industrial marketing because of the specific market environment. Given the large number of different brands and manufacturers of motor-oils with different countries of origin, quality, price, promotion and distribution as well as the needs and the latest trends in the development, marketing was conducted pilot study of consumer satisfaction motor- oil fey Serbia, Montenegro and Bosnia and Herzegovina. The objective measurement of customer satisfaction of motor-oil is the degree (level) of customer satisfaction in the service station manufacturer of lubricants in relation to the lubricant manufacturer competition in order to propose strategic marketing measures to increase sales. It would also serve as an example of knowledge of customer satisfaction compared with the competition as a very good way to undertake marketing activities in successful business enterprises and orientation towards consumers, and would be an example of how marketing management in companies, in the light of modern understandings of the consumer and its importance, can give the answer on questions: where we are and where we want to be in the light of the concept of customer satisfaction through the example of a large manufacturer of lubricants.
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