engleski

Consumer Loyalty in the Concept of Intellectual Capital

The companies today act in the conditions of the so-called new economy which is characterized by globalization of business and implementation of information technology. In such conditions the competition is global and the intellectual capital becomes the competitive advantage of the modern company. In this concept customer loyalty becomes a condition for the successfulness of a company. Accordingly, the goal of business becomes keeping the current but also attracting new customers with high loyalty potential. Loyalty is created by establishing support, by understanding the needs and wishes and by raising the level of customers' satisfaction in every repetitive contact with them. The factors of encouraging the customer loyalty have been analyzed, as well as their influence on the increase of loyalty and the way in which they make the customer capital stronger. The implementation of customer relationship management (CRM) as a strategy of a company's business is suggested. With the help of this strategy long-term relationships with the customers are being developed, which result in loyalty and in this way one makes the intellectual capital stronger.

intellectual capital; consumer loyalty; consumer capital; CMR

nije evidentirano