Overview

Due to the constant development of the market and the increase in competitors, conditions for positioning oneself in the market are becoming increasingly difficult. Saturated markets, moderate growth rates and competition are the reasons why growth is becoming increasingly difficult. In line with the credo 'smaller, faster, cheaper', companies must satisfy their customers and thus retain their loyalty in the long term in order to ensure lasting economic success. The first part of this thesis presents the theory of customer satisfaction based on existing literature. With the help of the theory presented, the necessary data is collected in the empirical part using a qualitative exploratory study with the assistance of experts. After analysing the data, the factors and their priority distribution are derived, and the results are then presented and interpreted.

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