Marketing Research on Consumer Satisfaction of Students Majoring in Marketing at the University “Prof. Dr. Asen Zlatarov”, Burgas, from the Lecture Process
Marketing Research on Consumer Satisfaction of Students Majoring in Marketing at the University “Prof. Dr. Asen Zlatarov”, Burgas, from the Lecture Process

Author(s): Svetla Atanasova
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Marketing research; Student opinion; Consumer satisfaction; Marketing major; University "Prof. Dr. Asen Zlatarov"; Burgas
Summary/Abstract: The continuous dynamics of economic conditions, influencing the activities of the university, necessitates the need for the institution to achieve maximum consumer satisfaction to one degree or another. This process should be perceived by the management as a theory for strengthening the image of the university, as a driver for meeting consumer expectations and striving to achieve consumer loyalty by meeting and resolving complaints. Within the limits of the complexity of the issue under consideration, the main goal of this study is to build a theoretical framework for the essence and specificity of consumer satisfaction and on the pedestal thus built to carry out an empirical study of the opinion of 1st year students, majoring in Marketing, at the University "Prof. Dr. Asen Zlatarov", Burgas, regarding the lecture process. To achieve the main goal thus set, the following approaches should be applied: systemic and systemic-situational approach; inductive and deductive approach; transformation approach, internal and external analyses. The use of strategic methods, comparative methods, methods of analogy, including a combination of them, becomes significant. The marketing research conducted in this way leads us to the conclusion that in order to determine the level of consumer satisfaction, it is necessary to conduct periodic surveys, which would allow determining consumer expectations.

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