Abstract:

This article describes research findings aimed at identifying the customer's perception of the quality of the visual processing of marketing information media in relation to the perceived quality of the offered services in the search for SMEs. The basic population for the purpose of the survey is the population of the East Slovakian region. 1055 respondents were surveyed and it was possible to include 987 respondents' answers based on the criterion of completeness of completed questionnaires. Data collection was conducted through simple random sampling in October and November 2016. To verify the hypotheses we used the StatSoft STATISTICA software. Due to the nature of the analyzed variables we used correlation analysis. Based on the research findings, respondents who prefer internet communication media to traditional ones, tend to think that a high-quality, visually-executed information carrier guarantees the quality of service. In general, there is a tendency for a visually produced information carrier to guarantee a well-served service. At the same time, we can say that there is a statistically significant dependence between the opinion on the equality of information media quality and the quality of the service provision. Also, our survey revealed that there is a statistically significant dependence on the relevance of interventional information carriers to the quality of visual processing of these information carriers. The results of our research are relevant to SMEs, which focus on the quality of the visual processing of marketing information media. Research results should help SMEs in the quality of their customer service.