Naslov
Consumer Loyalty in the Concept of Intellectual Capital

Autori
Dlačić, Jasmina ; Fatur Krmpotić, Irena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Zbornik 24. mednarodne konference o razvoju organizacijskih znanosti Sinergija metodologij = proceedings of the 24th International Conference on Organizational Science Development Synergy of methodologies / Kaluža, Jindřich ; Kljajić, M. ; Rajkovič, V. ; Paape, B. ; Šikula, M. - Kranj : Moderna organizacija, 2005, 832-838

ISBN
961-232-175-2

Skup
Mednarodna konferenca o razvoju organizacijskih znanosti (24 ; 2005)

Mjesto i datum
Portorož, Slovenija, 16.03.2005. - 18.03.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
intellectual capital; consumer loyalty; consumer capital; CRM CRM
(intellectual capital; consumer loyalty; consumer capital; CMR)

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA