CUSTOMER LOYALTY - THE GUARANTEED SUCCESS OF AN ORGANIZATION ON THE MARKET

Managing customer value by offering qualitative services is considered a critical component of the marketing strategies. Customer value ensures the loyalty buiding. Orientation towards the customer, keeping in contact with customers, and a commitment to live up to customer expectations are the new rules of strategic management of customer relationships. Consumers have become more willing than ever to pick the sides of those organizations perceived as offering quality. The satisfaction and loyalty of customers, ensured by high quality products and services that offer value for money, are essential for long-term survival, let alone the longterm success. This article aims to address the importance of relationship marketing in ensuring the loyalty of clients, the types of loyalty, the need for an organized database of customers as well as means to ensure customer loyalty