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Satysfakcja i lojalność klientów

Lisiecka A., Kańka A.

Problemy Jakości

2015

R. 47, nr 10

21--25

The subject of research is a dependence of customer satisfaction and customer loyalty to the brand and business. The research are calculated the customer satisfaction index, which is equal to 54,28%, standard customer Loyalty index, which is equal to 88,46 % and amplified customer Loyalty index, which is equal to 26,92 %. The research shows the weaknesses and strengths of the business offer. The weaknesses are connected with substandard products and unidentified customer preferences. The strengths of the business offer are the staff behavior towards customers and the order and cleanness in the shop. The research shows that there is a connection between customer satisfaction and customer loyalty to enterprise. A high degree of customer satisfaction can provide to loyalty increase. The result of research can be used by enterprise to implementing successful business strategy. The enterprise should overcome identified weaknesses, understand customer needs, improve the business offer and deliver the high quality product.