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KHAYATI Khalil OFPPT 2011-2012
DIB Othmane
Page 1
Loyalty-Satisfaction of the customers
I. Loyalty:All companies have found that to attract a new
customer is much more
expensive than selling new products to an existing customer,
thus retaining
the solution will affect both parties and keep them.
A loyal customer is when he makes repeatedly or systematically
selecting a
single product or brand in preference to one or several offers
from competing
companies.
1. Definition of loyalty:
Loyalty is to encourage existing customers continue to choose
the same
brand or trade name.
2. The importance of loyalty:
The benefits of loyalty:
-Loyal customers are sometimes more profitable than occasional
customers:
In service activities, customers tend to increase their
purchases in thecompany as and when they know better and appreciate
it more.
-Loyal customers are the source of positive word of mouth: it
was observed,
in many cases, the loyal customers of a business are
spontaneously active
agents in promoting this business with their friends and
families.
3. The mechanisms used to retain:
-Establish links: The personal relationship with the client is
to establishlasting ties between the company and the customer, the
interest is shared: the
customer who is involved in a relationship with his company
receives
appropriate products which meets their expectations, the company
for its
part, retains an enduring relationship with the client and will
reap a large
profit.
-Loyalty cards: These cards are based on the idea of rewarding
the customer
through the evolution of profitability, they build on the idea
that a customer
is loyal to the company if obtains benefits: Gifts, discount on
products
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KHAYATI Khalil OFPPT 2011-2012
DIB Othmane
Page 2
II. The Consumer Satisfaction.Customer satisfaction is assured
through an offer well adapted.
1. Expectations, the quality of satisfaction in services.
Expectations for service:
Expectations, in terms of services, show two notions: that of
the desired
service and the service adequate. The first can be defined as
the customer
wishes to receive; he believes deserve a given price. The notion
of adequate
service, designed as the level of service that the customer is
willing to accept,
is close to the minimum level of service desired.
The perceived quality and satisfaction in the service:
Perceived quality has received significant attention. The
concept of quality is
the balance between consumer expectations and evaluation of
service
received. In this perspective, two components can be
analyzed:
The technical quality and functional quality.
Technical quality for the provision that the consumer receives
as the result
of the buyer-seller interaction. Functional quality is related
to how the
buyer and seller interact during the transaction.
2. Customer expectations.
Consumer expectations are two basic forms:
Expectations of launching new financial products.
This expectation of new products is driven by competition that
pits different
banks. For example, a customer who wants a mortgage with a low
interestrate, he can find another bank, will issue, of course, the
wish that his bank is
launching a new product matching his expectations.
Expectations of information.
Faced with increasing demands, customers expressed an
expectation of
economic and financial information. If three-quarters of
customers find that
they have the necessary information enabling them to choose the
solution
best suited to their needs for managing their money and credit,
only 30% feelvery well informed about different financial products
and services.
