Gamybos įmonės įvaizdžio trūkumai klientų požiūriu

LTStraipsnyje analizuojamas gamybos įmonės įvaizdis klientų požiūriu. Teorinė analizė atskleidė, kad gamybos įmonės įvaizdžio struktūrą sudaro: organizacijos vidinis, vadovo, darbuotojų, prekės ir paslaugos, prekių ženklo įvaizdžiai. Kadangi klientas pasirenka prekės ženklą, gamybos įmonės įvaizdis turi išsiskirti iš kitų rinkos dalyvių teigiamu aspektu ir būti kažkuo individualus. Remiantis atlikto žvalgomojo tyrimo rezultatais, išskiriami gamybos įmonės įvaizdžio trūkumai: socialinis atsakingumas (7 %), vadovo išvaizda (3 %), darbuotojų paslaugumas (8 %), paslaugos kokybė (7 %), darbuotojų lojalumas prekės ženklui (7 %). Nepašalinus šių trūkumų, galima susilaukti iš klientų netinkamo požiūrio į gamybos įmonę ir taip prarasti klientus. Klientų požiūris į gamybos įmonės įvaizdį itin svarbus, nes apsprendžia ateities lūkesčius ir galutinius rezultatus. [Iš leidinio]Reikšminiai žodžiai: Gamybos įmonė; Inovatyvumas; Klientai; Nostalgija; Personalas; Vadovas; Vartotojų elgsena; Įvaizdis; Clients; Consumer behavior; Image; Innovativeness; Manager; Nostalgia; Production company; Staff.

ENFormation of production company’s image is a long and complicated process, which may be forecasted, controlled and influenced. Theoretical analysis revealed that the structure of production company’s image consists of the company’s internal image, manager’s image, staff image, image of goods and services, and brand image. Production company’s image should be visibly distinguished among competitors and create desirable image in the client’s consciousness. Moreover, the company’s image should be rendered uniformly as well as its positions must strengthened coherently so that the client could identify it and constantly keep in focus of his/her attention. Qualitative research, performed in a production company in Klaipėda region, revealed (53 respondents) that in production company’s image mostly developed is innovation (51%), managers’ image is mostly evidenced through their innovation (22%), staff image is mostly evidenced through regular communication (62%), image of services is distinguished through rapid performance of works (24%) and exclusiveness of goods (35%) is mostly valuated in brand image. Therefore, it is recommended in the analysed production company’s image to pay more attention to social responsibility management (7%), visual appearance of the top manager (3%), staff helpfulness (8%), quality of services (7%), and loyalty of employees to their brand (7%). If the mentioned adverse image weaknesses are not eliminated, then the company’s image will worsen, and it will have effect on company’s results as these problems are related with company’s activity. Still changes must be forecasted in this production company, i.e., it should create, improve and offer new goods and services to its clients, pay more attention to organisational culture and social responsibility. The manager must change his/her appearance and behaviour, and require staff to change their appearance and attention too. Furthermore, it should make larger.Furthermore, it should make larger investments into quality of services by introducing more convenient forms of services, and strengthen clients’ loyalty to its brand. Therefore, when creating value for the manufacturer and the client, the most important thing is to form integral structure of production company’s image, which would coincide with clients’ expectations as the image changes the results of company’s activity and vice versa – production company’s image is influenced by company’s actions. [From the publication]