CUSTOMER SATISFACTION AND FINANCIAL PERFORMANCE

Customer is the most important element for each enterprise to be considered due to spending money to make purchase, repurchase and making recommendation of purchase to other customers. So it is important as well to analyze satisfaction of the customers. Article is based on the relationship between the customer's satisfaction and the financial performance of the food producing enterprise. It is assumed that there is relationship which can be identified and used by the managers in the future to promote financial results of the enterprise. Thus the purpose of the article is to identify and analyze relationship between the customer's satisfaction and the financial performance of the food producing enterprise. According to literature review there were made proposition about the analyzed relationship between the customer's satisfaction and the financial performance of the enterprise. There was questionnaire survey conducted to get the information about customer's satisfaction. Survey was realized during the year 2014 and 2015 and there were almost 18 000 responds about the products of more than 300 food producing enterprises. The information about the customer's satisfaction and the enterprise financial performance was analyzed through the analysis of correlation and linear regression model. The main goal was to identify if there are differences between the enterprises with the better financial performance and better results in customer satisfaction and the rest of enterprises. The research of the customers satisfaction connected with the financial performance of the food producing enterprises is one of the few. With regard to the volume of the gathered data through questionnaire survey it provides extensive insight to the customer-enterprise relationship. Results of the conducted analyses can be used by enterprise managers in business practice to focus on customer's satisfaction, on the specific elements, to promote the enterprise financial performance. The article thus stresses the idea that the knowledge of the customer's needs, customer's satisfaction, is and can be used to promote the financial performance of the enterprise.