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THE POSSIBILITY OF EVALUATING AN ENTERPRISE'S PERFORMANCE IN TERMS OF EVALUATING ITS CUSTOMER SATISFACTION
Abstract
When seeking to assess the impact of customer satisfaction on company performances, there are many ways to assess such performance. The preferred option, however, is to use ratios. Internationally, one of the most common indicators Tobin's q. This, cannot, however, be used for most enterprises in the Czech Republic. Thus, the authors have come up with a variant of Tobin's q, one that might act as a suitable substitute. This ratio is the growth of assets, and its applicability will be tested in evaluating customer satisfaction with an enterprise. The object is to discover whether the asset growth ratio better separates (with respect to customer satisfaction) enterprises into performing and non-performing than currently used ratios (ROA, ROE and asset turnover).
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