Certain Aspects of Providing Customer Satisfaction: Research Results from Serbia

The paper presents research results obtained during the process of modelinga system (processes) for providing satisfaction of a company’scustomer needs. The cybernetic model assumes a process approachand appropriate marketing research at the beginning and correspondingevaluation at the end; it is also harmonised with the conditionsin which Serbian companies (production and services) work and it iscreated to enable easier managing of these processes with the aim ofachieving business excellence.