THE ROLE OF MARKETING DIAGNOSTICS IN IMPROVING SERVICE QUALITY AND CUSTOMER SATISFACTION

Abstract

This thesis examines the importance of marketing diagnostics and its role in improving service quality and customer satisfaction. Marketing diagnostics is considered an essential tool for identifying strengths and weaknesses of enterprise activities, assessing market changes, and studying customer needs. The study analyzes methods of conducting marketing diagnostics and their effectiveness in service enterprises. The results indicate that marketing diagnostics contributes to higher service quality, stronger customer loyalty, and improved market positions of enterprises.