Quality management andcustomer satisfaction as key drivers of competitiveness in the food industry

In today’s dynamic business environment, marked by increas-ing 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 man-agement within the company Podravka d.d. through the implementa-tion of certifications and international standards, emphasizing their role in shaping customer satisfaction and brand perception. The pri-mary 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 mixed-method 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 eco-logical 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 price-to-quality ratio, while sustainability has emerged as an increasingly important criteria in purchasing decisions, especially among younger consumers.