Satisfaction and Loyality
In the 80s marketing specialists believed in slogan: “Do everything what your clients desire”. However, both the need of reduction in costs and the growing price sensibility of demand on many markets have changed the slogan into: “Don’t try to be good at everything, try to be the best at the most important”.
Actually, client satisfaction is not a simple mental construction, but an emotional reaction created by complex processes of interaction between clients’ expectations, attitudes and experiences with products and services. In fact, thanks to efficient client satisfaction programmes, the loyalty grows and the price sensibility decreases. That is way the satisfaction management requires coordinated marketing programmes in which research projects verify the phenomena and monitor the effects.