An exploratory study of a business strategy for providing customer satisfaction in the Republic of Serbia.


Dragan Cockalo*, Dejan Djordjevic, Zvonko Sajfert, Srdjan Bogetic and Cariša Besic

A key strategic objective for any company should be to achieve and understand the optimum level of customer satisfaction. This contention is, conceptually, the objective of the wider analysis in this paper, in addition to the model for providing customer satisfaction in the form of a business strategy. This theoretically-based model is harmonized with the following important concepts: quality management, business excellence and relationship marketing. The research, which was carried out in companies and among experts in the Republic of Serbia, indicated the validity of the model. Some 600 organizations and 100 experts were canvased in the course of the research and 84 companies and 37 experts responded.

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