Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/40048
Type of publication: Straipsnis kitose duomenų bazėse / Article in other databases (S4)
Field of Science: Vadyba / Management (S003)
Author(s): Grigaliūnaitė, Viktorija;Pilelienė, Lina
Title: Aptarnaujančio personalo vaidmuo vartotojų pasitenkinimo atžvilgiu
Other Title: The role of operating personnel in customer satisfaction
Is part of: Role of higher education institutions in society: challenges, tendencies and perspectives = Aukštųjų mokyklų vaidmuo visuomenėje: iššūkiai, tendencijos ir perspektyvos. Alytus : Alytaus kolegija, Nr. 1(3), 2014
Extent: p. 70-76
Date: 2014
Keywords: Marketingas;Paslaugų kokybė;Vartotojų pasitenkinimas;Aptarnaujantis personalas;Marketing;Operating personnel;Service quality;Customer satisfaction
Abstract: Nagrinėjant ņmogińkuosius ińteklius marketingo poņiūriu, paminėtinos dvi suinteresuotosios pusės, diktuojančios organizacijos veiklos tikslus: vartotojai ir darbuotojai. Vartotojai – tai varomoji jėga, atneńanti organizacijai pelną, pripaņinimą rinkoje, įvaizdį visuomenėje. Siekdamos vartotojų norų ir poreikio patenkinimo, organizacijos kuria naujus produktus, plečia paslaugų paketus, diegia moderniąsias technologijas. Daņname versle tiesioginis organizacijos darbuotojų kontaktas su vartotojais yra neińvengiamas. Straipsnyje atskleidņiamas aptarnaujančio personalo vaidmuo vartotojų pasitenkinimo atņvilgiu
While analyzing human resources from marketing perspective, two main parties dictate the course of organization‟s activities: consumers and employees. Organization‟s customers can be named as a driving force generating profits, recognition in the market, and image in the society. Achieving to satisfy customer‟s needs and wishes, organizations create new products, expand service packages, and adapt modern technologies. In many businesses, direct contact between organization‟s personnel and consumers is inevitable. The scientific problem solved in the article is formulated with a question: what is the role of operating personnel in customer satisfaction? The object of the article is the coherence between operating personnel and customer satisfaction; and the aim of the article is to reveal the role of operating personnel in customer satisfaction. Achieving to reach the aim, following tasks were set: – To reveal theoretically the effect of service quality on customer satisfaction; – To determine the influence of operating personnel to service quality; – To assess the principal characteristics of operating personnel affecting perceived service quality. Analysis and synthesis of scientific literature were provided achieving to reveal theoretical coherence between service quality and customer satisfaction, and to reveal the influence of operating personnel to service quality. Principal characteristics of operating personnel affecting perceived service quality were revealed analyzing the results of questionnaire surveys. Service quality was found to be one of the key antecedents of customer satisfaction, included in vast majority of customer satisfaction index models. Considering the complexity of service quality, it can be divided into technical and functional. The functional service quality is mainly dependant ant the competence and qualifications of operating personnel. [...]
Internet: http://vddb.library.lt/obj/LT-eLABa-0001:J.04~2014~ISSN_2029-9311.N_1_3.PG_70-76
http://vddb.library.lt/obj/LT-eLABa-0001:J.04~2014~ISSN_2029-9311.N_1_3.PG_70-76
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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