УВАГА! Нова платформа наукового журналу «SCIENTIA FRUCTUOSA».
Перейти за посиланням -  


Автор: Sveta on .

DOI: http://doi.org/10.31617/visnik.knute.2018(121)06

UDC 658.818-047.44

Doctor of Economics, Professor, Professor of Marketing Department, Kyiv National University of Trade and Economics

Background. In a market turbulence, consumer satisfaction is a key tool in keeping consumers and ensuring their loyalty. The subjectivity of consumers’ satisfaction with its satisfaction creates risks when enterprises formulate measures aimed at increasing it.
Recent researches and publications analysis. The theoretical foundations of customer satisfaction research are laid down in the writings of such scholars as M. D. Hanna, N. Hill, P. Schwartz, and others. In Ukraine, applied aspects of this subject are studied by O. O. Litovkina, M. Rudenko, A. Yu. Chornyi and others. However, the problem of risk taking is not disclosed when formulating recommendations for increasing consumer satisfaction.
The aim of the article is to develop a methodical approach to assessing consumer satisfaction with the main components of the company’s marketing portfolio and to formulate recommendations for achieving the target level of satisfaction with minimal risk.
Materials and methods. Materials of scientific works (15 sources) are used. Methods used: analysis and synthesis - to systematize methods for assessing satisfaction; questionnaire surveys and statistical analysis - to determine the level of satisfaction and relevant risk indicators; linear optimization and logical - in formulating recommendations to increase risk-based satisfaction.
Results. The essence of the category of consumer satisfaction and methods of its evaluation are considered. The methodical approach to the assessment of consumer satisfaction with the components of the marketing complex of the enterprise is offered. The procedure of substantiation of recommendations aimed at ensuring the target level of customer satisfaction with minimal risk is developed.
Conclusion. Testing the results of research has shown that taking into account the risk can increase the scientific validity, efficiency and practical value of the recommendations for ensuring the target level of consumer satisfaction.
Keywords: consumer satisfaction, ways of satisfaction estimation, marketing-mix instruments, risk, decision making under risk.


  1. Fraering, J., & Minor, M. (2013). Beyond Loyalty: Customer Satisfaction, Loyalty, and Fortitude. Journal of Services Marketing, 27 (4), 1-31 [in English]. https://doi.org/10.1108/08876041311330807
  2. Omar, N. A., Wel, C. A., Aziz, N. A., & Alam, S. S. (2013). Investigating the structural relationship between loyalty program service quality, satisfaction and loyalty for retail loyalty programs: evidence from Malaysia. Measuring Business Excellence, 17 (1), 33-50 [in English]. https://doi.org/10.1108/13683041311311356
  3. Sikulych, D., & Mandarych, M. (2014). Modeli vymirjuvannja jakosti poslug ta miry zadovolenosti klijentiv: za danymy gotel’nogo biznesu [Models of measuring the quality of services and the degree of customer satisfaction: according to the hotel business]. Aktual’ni problemy ekonomiky – Actual problems of the economy, 8 (158), 480-487 [in Ukrainian].
  4. Sharma, R. 14 Excellent Customer Satisfaction Survey Examples. (n.d.). blog.hubspot.com. Retrieved from https://blog.hubspot.com/service/customer-satisfaction-survey-examples [in English].
  5. Lylyk, S., Lylyk, M. (2014). Orijentacija na zadovolenist’ spozhyvachiv osvitnih poslug: shljahy reformuvannja jurydychnoi’ osvity v Ukrai’ni [Orientation to satisfaction of consumers of educational services: reforming legal education in Ukraine]. Marketyng v Ukrai’ni – Marketing in Ukraine, 6, 64-70 [in Ukrainian].
  6. Litovkina, O. O. (2013). Marketyngova strategija monitoryngu zadovolennja spozhyvachiv na osnovi indeksu NPS (Net Promoter Score) [Marketing strategy for customer satisfaction monitoring based on NPS (Net Promoter Score)]. Ekonomichnyj visnyk – Economic Herald, 4, 133-138 [in Ukrainian].
  7. Rudenko, M. (2016). Monitoryng zadovolenosti spozhyvachiv pidpryjemstva: metodychnyj aspekt [Monitoring satisfaction of enterprise consumers: methodical aspect]. Visnyk Ternopil’s’kogo nacional’nogo ekonomichnogo universytetu –  Herald of the Ternopil National University of Economics, 2, 142-149 [in Ukrainian].
  8. Rjabchenko, I. M. (2015). Doslidzhennja ta ocinka rivnja spozhyvchoi’ zadovolenosti tovaru dlja promyslovyh pidpryjemstv [Research and evaluation of the level of consumer satisfaction of goods for industrial enterprises]. Ekonomika ta derzhava –  Economy and the state, 6, 114-117 [in Ukrainian].
  9. Hanna, M. D. (2003). Upravlinnja vyrobnyctvom z metoju zadovolennja spozhyvacha [Production management to meet customer needs]. (R. Grygorenko, A. Jolkina, K. Mishhenkova ta in., Trans). Kyi’v : Vipol [in Ukrainian].
  10. Hill, N., Sel’f, B., & Roshe, G. (2004). Izmerenie udovletvorennosti potrebitelja po standartu ISO 9000:2000 [Measurement of customer satisfaction according to ISO 9000: 2000]. Moskva : Tehnologii [in Russian].
  11. Hill, N., Brajerli, Dzh., & Mak-Dugoll, R. (2005). Kak izmerit’ udovletvorennost’ klientov [How to measure customer satisfaction]. (Trans). Moskva : INFRA-M [in Russian].
  12. Shvarc, P. (2007). Ocinka stupenja zadovolenosti spozhyvacha: Jak diznatysja, shho naspravdi dumajut’ ljudy [Estimation of consumer satisfaction: How to find out what people actually think]. (E. I. Doroshenko, Trans). E. E. Kozlova (Ed.). Dnipropetrovs’k: Balans Biznes Buks [in Ukrainian].
  13. Kotler, F., & Keller, K. (2006). Marketing menedzhment [MarketingManagement]. SPb. : Piter [in Russian].
  14. Zadovolenist’ zamovnykiv. Nastanovy shhodo monitoryngu ta ocinjuvannja [Satisfaction of customers.  Guidelines for monitoring and evaluation] (2014). (DSTU ISO 10004:2013, ISO 10004:2012, IDT). Kyi’v : Minekonomrozvytku Ukrai’ny [in Ukrainian].
  15. Chornyj, A. Ju. (2009). Vitchyznjanyj dosvid modeljuvannja latentnyh ekonomichnyh kategorij: indeks zadovolenosti spozhyvachiv [Domestic experience in modeling latent economic categories: consumer satisfaction index]. Aktual’ni problemy ekonomiky – Actual problems of the economy, 8 (98), 273-278 [in Ukrainian].