Customer Satisfaction as a Loyalty Factor (Case Study of bau Max d.o.o., Slovenia)

"A satisfied customer for a satisfied company" is the motto of almost every retail company, as a customer who has made a purchase within the framework of their expectations is satisfied. Nowadays, retail companies are aware that a satisfied customer ** is not necessarily a loyal customer.** For a customer to be loyal, they must be enthusiastic about the company's offer and transfer their enthusiasm to their friends and acquaintances. The research obtained numerous pieces of information about the needs, wishes and motives of customers and established that a customer is motivated to make a purchase if the price of the product is favourable, their investment in the purchase is as small as possible, and the profit is as large as possible. The greater the seller's investment in serving the customer, the greater the likelihood of a satisfied customer.

Problem

"A satisfied customer for a satisfied company" is the motto of almost every retail company, as a customer who has made a purchase within the framework of their expectations is satisfied. Nowadays, retail companies are aware that a satisfied customer ** is not necessarily a loyal customer.** For a customer to be loyal, they must be enthusiastic about the company's offer and transfer their enthusiasm to their friends and acquaintances.

Results

The research obtained numerous pieces of information about the needs, wishes and motives of customers and established that a customer is motivated to make a purchase if the price of the product is favourable, their investment in the purchase is as small as possible, and the profit is as large as possible. The greater the seller's investment in serving the customer, the greater the likelihood of a satisfied customer. It was established that customer satisfaction is conditioned by numerous factors that the customer takes into account when making a purchase, and that a retail company that dedicates itself very much to successfully fulfilling these conditions ensures very satisfied customers and thereby its own future.