Customer Loyalty and Customer Retention: Trend Required Today
DOI:
https://doi.org/10.15381/gtm.v23i45.18935Keywords:
Customer, fidelity, retention and satisfactionAbstract
The stable operation of the company depends directly on its market power. For this it is important to have a high degree of customer loyalty and if they are not satisfied with what is acquired it is important that the company has the ability to reverse it. However, there is no clear delimitation of both concepts (customer loyalty and retention) and that is the main objective of the article, as it is important that companies have a clear idea about the meaning of these. With its main function that effective policies are applied so that customers generate positive opinions about the company and come to influence the purchase decision of new individuals who do not have a clear idea of the company, where they go to meet their need and transmit The feeling of security that fails to meet expectations and the company is willing to correct this situation.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 Sara Delfina Rosa Pierrend Hernández
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
THE AUTHORS RETAIN THEIR RIGHTS:
(a) The authors retain their trademark and patent rights, and also over any process or procedure described in the article.
(b) The authors retain the right to share, copy, distribute, execute and publicly communicate the article published in Gestión en el Tercer Milenio journal (for example, place it in an institutional repository or publish it in a book), with acknowledgment of its initial publication in the Gestión en el Tercer Milenio.
(c) Authors retain the right to make a subsequent publication of their work, to use the article or any part of it (for example: a compilation of their work, lecture notes, thesis, or for a book), provided that they indicate the source. of publication (authors of the work, magazine, volume, number and date).
