Satisfaction and loyalty as developing function of customer relationship marketing in terms of globalization
Modern companies, in terms of globalization, are confronted with the need to invest significant efforts in order to achieve more efficient and effective use of available marketing resources. As a result of the many changes, marketing philosophy (which develops relationships with consumers) has been...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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University of Novi Sad - Faculty of Economics, Subotica
2015-01-01
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| Series: | Anali Ekonomskog fakulteta u Subotici |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0350-2120/2015/0350-21201534059L.pdf |
| Summary: | Modern companies, in terms of globalization, are confronted with the need to invest significant efforts in order to achieve more efficient and effective use of available marketing resources. As a result of the many changes, marketing philosophy (which develops relationships with consumers) has been created, according to which the interaction between companies and consumers is a key response of companies to the changes that have happened, that are happening and will happen in the near future. A starting point of building good relationships with consumers is satisfaction which depends on the level of satisfied needs. Perceiving the relationship between satisfaction and loyalty it is possible to observe six different relations. However, regardless of the complexity and the different relationships that may arise between customer satisfaction and loyalty, main aim of this work is to highlight the fact that these are two related phenomena which, may only in their own combination, impact positively on the business results of the company. |
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| ISSN: | 0350-2120 2683-4162 |