Object and evolution of Marketing

Service quality and customer satisfaction measurement is one of the most important issues concerning business organizations of all types, which is justified by the customer orientation philosophy and the main principles of continuous improvement of modern enterprises. The most important advantages of customer satisfaction measurement system are: • Business organizations may examine whether the provided services fulfill customer expectations. • Customer satisfaction provides an overall performance measure and a possible standard of excellence against competition for any business organization. • The critical satisfaction dimensions that should be improved are identified, as well as the ways through which this improvement may be achieved. • The personnel of the business organization is motivated to increase its productivity given that all improvement efforts, regarding the offered services, are evaluated by the customers themselves. The main purpose of the course is to present the modern service quality measurement systems and analyze the opportunities they offer in a modern competitive environment.

Total Quality Management (TQM) is a comprehensive and fundamental rule for leading and operating an organization, aimed at continually improving performance over the long term by focusing on customers while addressing the needs of all stakeholders. It is both a philosophy and a set of guiding principles that represent the foundation of a continuous improvement process. The course is a comprehensive introduction to Total Quality Management (TQM) and its main objective is to present the basic concepts and definitions of TQM, giving emphasis on the applied quantitative techniques and tools. This course is designed to provide an understanding of TQM principles in order to incorporate them into an organization’s framework. In the context of the course, the quality standards or quality assurance systems, as well as the alternative approaches to TQM are examined.

The framework of linear programming (LP), modeling examples. Graphical method. The simplex algorithm. Tableau implementation. Duality and dual simplex method. Sensitivity analysis. Parametric programming. Robustness. Integer LP. Special LP problems. Introduction to multiobjective LP. Case studies.

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