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Customer Loyalty - The Guaranteed Success Of An Organization On The Market


  • Carmen-Maria, IORDACHE

    () (“Constantin Brâncoveanu” University, Romania)

  • Alexandrina, SÎRBU

    () (“Constantin Brâncoveanu” University, Romania)


Managing customer value by offering qualitative services is considered a critical component of the marketing strategies. Customer value ensures the loyalty buiding. Orientation towards the customer, keeping in contact with customers, and a commitment to live up to customer expectations are the new rules of strategic management of customer relationships. Consumers have become more willing than ever to pick the sides of those organizations perceived as offering quality. The satisfaction and loyalty of customers, ensured by high quality products and services that offer value for money, are essential for long-term survival, let alone the longterm success. This article aims to address the importance of relationship marketing in ensuring the loyalty of clients, the types of loyalty, the need for an organized database of customers as well as means to ensure customer loyalty.

Suggested Citation

  • Carmen-Maria, IORDACHE & Alexandrina, SÎRBU, 2013. "Customer Loyalty - The Guaranteed Success Of An Organization On The Market," Management Strategies Journal, Constantin Brancoveanu University, vol. 22(4), pages 41-48.
  • Handle: RePEc:brc:journl:v:22:y:2013:i:4:p:41-48

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    References listed on IDEAS

    1. Maria Carmen Iordache & Denisa Parpandel, 2009. "Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 8(08(537)), pages 57-66, August.
    2. Ryals, Lynette & Knox, Simon, 2001. "Cross-functional issues in the implementation of relationship marketing through customer relationship management," European Management Journal, Elsevier, vol. 19(5), pages 534-542, October.
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    More about this item


    organization; relationship marketing; loyalty; customer loyalty; behavioral loyalty;

    JEL classification:

    • D78 - Microeconomics - - Analysis of Collective Decision-Making - - - Positive Analysis of Policy Formulation and Implementation
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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