Costumer relationship management with the aim to foster costumer loyalty

Nekadašnji masovni marketing prelazi u takozvani mikromarketing gdje se pažnja posvećuje svakom pojedinom kupcu, odnosno korisniku. S takvim promjenama razvio se i CRM sustav. Sve veći naglasak je na kvaliteti i vrijednosti. Zadovoljstvo kupaca postaje jedan od glavnih ciljeva poslovanja. Usvaja se mišljenje kako je izgradnja i održavanje odnosa s kupcima profitabilnije od stalnog traženja novih. Lojalnost postaje suvremeni trend te se poduzeća bore za lojalne i odane korisnike. Turizam se sve više razvija a tako i stopa privatnih iznajmljivača. S obzirom na sve veću konkurenciju te zahtjeve korisnika, lojalnost ponovno postaje neizostavni pojam. Kvalitetno ozračje, suradnja i komunikacija privlače korisnike a briga i pažnja koja im se pruža kao i prilagođavanje njihovim potrebama biti će prvi korak ka stvaranju lojalnosti.What was once mass marketing, today it has been transformed into micromarketing commited to every single customer. In line with these changes a new system has been developed- a CRM system. The emphasis is on quality and value. The customer’s satisfaction becomes one of the main business’ aims. It is believed that building and maintaining a relationship with customers is more profitable than acquiring new ones. Loyalty has become a modern trend so that companies are fighting for loyal and commited customers. Tourism has been increasingly developing as well as the rate of private accommodation. As there is an increasing competition as well as the guests’ demand, loyalty again becomes an inevitable factor. Quality environment, collaboration and communication attract guests as well as care and attention provided according to their needs, all of which lead to building loyalty