Uticaj metoda unapređenja prodaje na satisfakciju potrošača

Abstract

Sales promotion activities are generally short-term in nature and aim to encourage short-term purchases of products or services. Through consumer research, companies are able to identify those sales promotion activities that have the strongest impact on consumer satisfaction. Therefore, the subject of the research is the consideration of the relationship between sales promotion methods and the creation of consumer satisfaction. The aim of the research is to determine the effects of sales promotion methods on the creation of consumer satisfaction. Accordingly, an empirical research was conducted using the survey method on a convenient sample of 205 respondents. Descriptive statistical analysis, correlation analysis, multiple regression analysis and moderation regression analysis were applied in the work. The obtained research results identified key methods of sales promotion (discounts, bonus packs, coupons) that significantly affect the creation of consumer satisfaction, which can enable greater investment and focus of the company on certain methods of sales promotion during future operations. In this way, the company can realize numerous benefits through improving its competitive position on the market, minimizing costs and realizing profits. The contribution of this paper is reflected in the testing of the moderating role of loyalty on the relationship between sales promotion methods and consumer satisfaction, because previous researches are more focused on testing main rather than interaction effects.