Creating customer satisfaction as the basis for creating a base of loyal customers

Abstract

In modern business conditions, the successful marketing strategies are based on knowledge of customer needs, desires and behaviors. Customer orientation and establishing of long-term relationships with them, is the foundation of business success. The concept of customer satisfaction is the subject of special attention in marketing, because it is reasonably believed that satisfaction affects intentions and future behavior of consumers. Created satisfaction should not be seen as an objective of overall marketing activities, but as an important step towards creating loyal customers. Earning profits in the long run, cannot be imagined without a base of loyal customers. The development of modern technology provides the opportunity for companies to easily create a database of the most loyal customers, and to use that information to create and maintain long-term relationships with them.