Naslov
Impact of social networks on loyalty

Autori
Buntak, Krešimir ; Drožđek, Ivana ; Bačić, Martina

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

Izvornik
Proceedings of the 8th International Conference ICQME 2014., Podgorica, Crna Gora, 24-26. rujan 2014. / Krivokapić, Zdravko - Tivat, 2014, 107-114

ISBN
978-9940-527-39-6

Skup
8th International Conference ICQME 2014., Podgorica, Crna Gora, 24-26. rujan 2014.,

Mjesto i datum
Podgorica, Crna Gora, 24.09.2014. - 26.09.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
loyalty ; quality management ; social networks ; EFQM

Sažetak
Customer or user satisfaction is one of the fundamental principles of quality management. However, customer satisfaction is actually caused by the current sense of his knowledge and feelings related to a product and service. Satisfaction is the central requirement for success ; however, it is not always and must not be sufficient. Modern business conditions conditioned by dynamic environment, and a large and varied, but no different offer, are looking for a new dimension of customers. They are seeking for customer loyalty thereby ensuring customers’ retention, long-term customers, price benefits, increase of sales at customers and referrals to potential business partners. The importance of loyalty was recognized by the European Foundation for Quality Management (EFQM) and defines the seven motivational factors for the establishment of a process of loyalty. A major role in creating a loyalty has got the marketing function. This paper analyses the impact of marketing activities through social networks at the loyalty function.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA