QUALITY MANAGEMENT AND CUSTOMERSATISFACTION AS KEY DRIVERS OFCOMPETITIVENESS IN THE FOOD INDUSTRY:INSIGHTS FROM PODRAVKA d.d.

Sažetak

In today’s dynamic business environment, marked by increasing
competition, rapid technological advancements, and increasingly
demanding consumers, quality management of business processes
represents a crucial factor in achieving competitive advantage and
long-term sustainability. This scientific paper analyzes quality management
within the company Podravka d.d. through the implementation
of certifications and international standards, emphasizing their
role in shaping customer satisfaction and brand perception. The primary
objective is to determine how structured approaches to quality
assurance and improvement influence consumer perception, loyalty,
and the frequency of complaints. The research applies a mixedmethod
approach—qualitative analysis of professional and academic
literature on quality management and consumer behavior, along with
a quantitative survey conducted among Podravka’s customers. Using
a quantitative research method based on a questionnaire, this study
examined consumer satisfaction with various aspects of Podravka’s
products: quality, value for money, consistency, availability, and ecological
features. The results indicate that consumers perceive Podravka
as a high-quality brand, characterized by strong loyalty and positive
attitudes towards environmentally conscious practices. Key factors of
satisfaction include consistent product quality and a favorable priceto-
quality ratio, while sustainability has emerged as an increasingly
important criteria in purchasing decisions, especially among younger
consumers.