Vpliv odnosa prodajalca na vedenje kupca

diplomsko delo

Sara Čagran (Avtor), Bruno Završnik (Mentor)

Povzetek

Raziskave iz preteklih let so pokazale, da ima odnos prodajalca na vedenje kupca velik vpliv. Prodajalci, ki so usmerjeni na kupca oziroma na odjemalce na sploh, se z njim poistoveti (interakcija ter empatija prodajalca s kupcem), in to lahko poveča učinkovitost in uspešnost podjetja. Rezultati podjetja kar se tiče prodaje so z dobrim odnosom prodajalca tako vedno boljši (Skok, 2012). Današnje prodajno okolje je na trgu vedno bolj konkurenčno, zato se morajo podjetja mobilizirati in tehnično napredovati, da tako napredujejo in so vzporedne z vedno bolj razvitim svetom. To morajo početi za trajnostno naravnani razvoj, da tako pridobijo vsaj malo prednosti pred njihovimi konkurenti. To je tudi en korak do boljše učinkovitosti in uspešnosti samega podjetja. Dan danes pa so odnosi med prodajalci in kupci iz dneva v dan bolj dolgoročni, kar daje podjetju neko dolgoročno sredstvo za obstoj in zvestobo kupcev. Osredotočanje na same kupce je pravzaprav neko orodje podjetja, s katerim pripomore k boljšemu učinkovanju podjetja (Skok, 2012) Največji razlog za spremembe v prodaji je internet, ki je na področju dostopnosti in uporabnosti informacij povzročil popoln preobrat. To podkrepijo tudi razne raziskave sodobnih nakupovalnih navad. Posledica razvitega svetovnega spleta je ta, da kupec danes več kot 70% nakupnega procesa opravi sam. velike spremembe pa so nastale tudi na področju izdelkov ali storitev. Napredna in zelo razvita tehnologija omogoča tehnološke postopke ter znanja, tako, da je kakovost izdelkov postala pogoj za obstoj na trgu ter za podjetja ne predstavlja več konkurenčne prednosti. Čeprav danes neposrednega odnosa med prodajalcem in kupcem ni čutiti tako živo (brezosebna trgovska središča) je še vedno prisoten v vseh načinih prodaje, kjer se oba udeleženca v prodaji tudi osebno srečata. Prodajalec mora v prvi vrsti razumeti ponudbo, kar pomeni, da zna kupcu razložiti ter nuditi jasna sporočila glede izbranega izdelka ali storitve. Kajti, če prodajalec kupcu ne bo znal pojasniti in razumljivo razložiti kaj ponujajo, bo za kupca ponudba nezanimiva in ga ne bo nikoli pritegnila v nakup. V prodaji pa je zelo pomembna tudi komunikacija, saj preko te podjetja obveščajo svoje stranke in prodajne zastopnike o morebitnih spremembah, novostih, akcijah in trendih, ki se odvijajo in dogajajo v določenem obdobju. Pri prodaji je pomembna tako verbalna kot neverbalna komunikacija. S pomočjo neverbalne komunikacije kupcev lahko prodajalci pridejo do informacij in spoznanj, katerih kupec ustno nikoli nebi povedal. Tako se lahko na podlagi tega osredotočajo na spremembe podjetja in ga izboljšujejo tudi po tej smeri. Neverbalna komunikacija med prodajalcem in kupcem nekako sprosti vzdušje in kupec se takoj počuti bolj lagodno ter mu je tako na neki način lažje izvršiti nakup. Vsako podjetje ima med svojimi zastavljenimi cilji za določeno leto tudi cilj, ki ga imenujejo zadovoljne stranke. Zadovoljstvo strank je podjetju v velikem interesu, saj na podlagi tega povečujejo njihov prihodek in pridobivajo nove ter obdržijo stare stranke. Zadovoljstvo kupcev je zelo pomembno, saj podjetja preko tega vidijo, kako dobro je njihovo delovanje ter morda na podlagi tega kaj tudi spremenijo. Pomanjkanje etike v prodaji lahko privede do nezadovoljnih uporabnikov, slabe publicitete, pomanjkanja zaupanja, izgube posla in včasih tudi sodnega postopka. Tako etika predstavlja ključno vlogo v ustvarjanju in ohranjanju dolgoročnih odnosov z uporabniki. Prav tako je etika pomemben dejavnik, ki vpliva na uspešnost poslovanja organizacije, saj vpliva na njeno sposobnost ustvarjanja močnih odnosov z uporabniki (Madhani, 2020, str. 53).

Ključne besede

kupci;prodajalci;medosebni odnosi;medosebno komuniciranje;komuniciranje;zadovoljstvo;vedenje porabnikov;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2021
Tipologija:	2.11 - Diplomsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	S. Čagran
UDK:	658.89
COBISS:	83721475
Št. ogledov:	288
Št. prenosov:	41
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Effects of salesman attitude on customer behavior
Sekundarni povzetek:	Research over the years have shown that the seller can influence buyer behaviour. Sellers who are customer-oriented or customer-identified (interaction and empathy between the seller and the customer) increase the efficiency and effectiveness of the company. The company's results in terms of sales are therefore always better with a good salesperson relationship (Skok, 2012). Today's sales environment is increasingly competitive in the marketplace, and companies need to mobilise and advance technically in order to progress and keep pace with an increasingly developed world. They need to do this for sustainable development in order to gain at least a small advantage over their competitors. This is also one step towards better efficiency and effectiveness for the company itself. Today, however, the relationship between sellers and buyers is becoming more long-term every day, which gives the company some long-term means of survival and customer loyalty. Focusing on the customers themselves is actually a tool for the company to help the company perform better. The biggest reason for the changes in sales is the internet, which has revolutionised the accessibility and usability of information. This is supported by various surveys of modern shopping habits. The result of the Internet is that the customer now does more than 70% of the buying process himself. Major changes have also taken place in the area of products or services. Advanced and highly developed technology has enabled technological processes and know-how so that product quality has become a prerequisite for survival on the market and no longer represents a competitive advantage for companies. Although the direct relationship between the seller and the buyer is not felt as vividly today (impersonal shopping malls, online purchases), it is still present in all forms of sales, where the two parties involved in the sale also meet in person. The seller must first and foremost understand the offer, which means being able to explain and provide clear messages to the buyer about the product or service chosen. Because if the seller cannot explain and make clear to the buyer what they are offering, the buyer will not be interested in the offer and will never be attracted to buy. Communication is also very important in sales, as this is how companies keep their customers and sales representatives informed of any changes, news, promotions and trends that are happening and will happen in a given period. Both verbal and non-verbal communication is important in sales. Through the non-verbal communication of buyers, salespeople can gain information and insights that the buyer would never verbally communicate. They can then focus on and improve the business from this point of view. Non-verbal communication between the seller and the buyer somehow relaxes the atmosphere and the buyer immediately feels more at ease and in a way it is easier for him to make the purchase. Every company has a target for the year, called customer satisfaction. Customer satisfaction is of great interest to the company, as it helps them to increase their revenue and to attract new customers and retain old ones. Customer satisfaction is very important because it helps companies to see how well they are doing and perhaps make changes based on that. Lack of ethics in sales can lead to dissatisfied customers, bad publicity, lack of trust, loss of business and sometimes even legal action. Thus, ethics play a key role in creating and maintaining long-term relationships with users. Ethics is also an important factor influencing an organisation's business performance, as it affects its ability to create strong relationships with users (Madhani, 2020, str. 53).
Sekundarne ključne besede:	customer satisfaction;customers today;seller-buyer relationships;seller characteristics;communication;
Vrsta dela (COBISS):	Diplomsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	VII, 37 str., 6 str. pril.
ID:	13239591