Title: Customer Satisfaction Analysis - Part of the Effectiveness Control of Customer Loyalty Management
Abstract: Forced to operate in a turbulent environment, companies are increasingly receptive to what happens to consumer behaviour under the impact of globalization, digititalization and the Internet. In this context, customer retention is equally one of the company's goals and a crucial strategy. This paper aims to highlight the importance of customer loyalty in order to streamline the company's business, the planning of customer loyalty programmes and the importance of getting customer feedback for the effectiveness control of customer loyalty process. Specifically, this paper presents customer loyalty as a two-dimensional structure, defined by size of the previous behaviour and the size of the intention. The customer loyalty process is addressed in conjunction with the company's customer orientation and customer satisfaction. Assuming that customer satisfaction allows the company to successfully transform the customer into a consumer and then into an advocate, this paper portraits through a direct, selective marketing research how to measure customer satisfaction in a large mobile phone company, which operates on the Romanian market.
Publication Year: 2012
Publication Date: 2012-01-01
Language: en
Type: article
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Cited By Count: 2
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