Nargiza Karkashadze
Doctor of Economics, Associate Professor, Akaki Tsereteli State University
Nargiza.karkashadze@atsu.edu.ge
Sergo Chakvetadze
Invited lecturer, Kutaisi International University (KIU)
Shura Ukleba
Invited lecturer, Akaki Tsereteli State University
Abstract
The focus of modern marketing has long since shifted from the product to the consumer. This reality determines the maximum orientation of the company to satisfy the consumer and his needs. Today’s reality allows us to consider the sustainability of the company and the factors that affect it. And also those companies that have lost their positions in the market due to major mistakes. Or vice versa, we will consider the experience of large firms, how they achieved success. Such facts are the best lesson for those companies that do not yet know how to focus on the consumer, and then take their rightful place in the market space, among competitors. The work allows you to understand who the real consumers are, why they buy products and by what criteria they choose goods. It also presents what consumers want and why it is important for the company to satisfy and retain them.
The article presents the results of our research, which show that in order to maintain the sustainability of a company, customer orientation should be its main mission. Most respondents also believe that innovation can be one of the most important paths to the company’s success, but at the same time, it should be focused on the needs of customers.
In conclusion, we offer recommendations that can be taken into account to help the company improve the quality of service and retain customers, which will contribute to strengthening its sustainability in the market.
Keywords: Customer Satisfaction, Innovation, Customer-Focused Company
JEL: M31; D91; O31
DOI: 10.52244/c2025.38
The article is in Georgian.
References
Roger D. Blackwell, Paul W. Miniard, James F. Engel –Consumer Behavior -10th edition, Thomson South_Western, 2007; 944c;
Nielsen Media Research https://en.wikipedia.org/wiki/Nielsen_Media_Research
Szyndlar M., https://survicate.com/customer-satisfaction/importance-customer-satisfaction – 2021 December.
Apple Inc. https://en.wikipedia.org/wiki/Apple_Inc.#Marketing
Khadka k., &Maharjan S., Customer satisfaction and customer loyalty, 2017 https://www.scirp.org/reference/referencespapers?referenceid=3040383
Survicate https://survicate.com