THE INFLUENCE OF QUALITY GOODS AND SERVICES ON CUSTOMER LOYALTY

Marketing je do sada prošao kroz nekoliko etapa razvoja, trenutno je u fazi kada se bavi odnosima između kupca i organizacije. Centar modernog marketinga je kupac koji sa svojim potrebama i željama inicira tržišne promjene. Svako poduzeće započinje sa istraživanjem i analiziranjem potreba kupca. Lojalnost kupca ovisi o stupnju zadovoljstva, jer iako je zadovoljstvo kupca izuzetno bitno, ono ne garantira lojalnost. Lojalnim kupcem se ne postaje lako, dug je proces stvaranja lojalnog kupca. Ovaj rad raspravlja u kojoj mjeri kvaliteta proizvoda i usluga utječe na lojalnost, na koji način kupci percipiraju kvalitetu te kojim programima lojalnosti organizacije zadržavaju postojeće korisnike. Lojalnost potrošača rezultira povećanjem prihoda, ponovnom kupnjom, manjom osjetljivošću na cijene te daljnjom preporukom proizvoda i usluga prijateljima, članovima obitelji. Rad analizira zadovoljstvo uslugom obrazovanja na Visokoj školi te u kojoj mjeri ono utječe na lojalnost studenata.So far, marketing has gone through several stages of development and is currently in the stage which deals with the relation between the customer and organization. The center of modern marketing is the customer who, with his needs and wishes, initiates market changes. Every company starts with researching and analyzing the needs of the customer. Customer's loyalty depends on the degree of satisfaction, the reason for that is, even though the customer's satisfaction is of high importance, it doesn't guarantee his loyalty. This paper discusses the extent to which the quality of products and services affect the loyalty of the customer, how customers perceive quality as well as which loyalty programs do organizations use to retain existing customers. Consumer loyalty results in increased revenue, re-purchase, less sensitivity to prices and further recommendation of product and services to friends, family members. This paper analyzes satisfaction with the service of education in the Virovitica Collage and in what does it affect the loyalty of students