The concept of customer satisfaction and loyalty in a beauty salon

U radu „Koncept zadovoljstva i lojalnosti klijenata u kozmetičkom salonu“ objašnjen je Customer Relationship management i upravljanje odnosa s korisnicima u procesu stvaranja i održavanja odnosa između kozmetičkog salona i klijenata. Naglašen je personalizirani pristup, važnost stavljanja klijenta u središte poduzeća, utvrđivanje njegovih želja, potreba i osobnosti u maksimalnom naporu da ih se zadovolji. Razrađena je kozmetička ponuda u funkciji izgradnje zadovoljstva i lojalnosti. Provedeno je anketno istraživanje u kozmetičkom salonu s ciljem utvrđivanja elemenata kozmetičke ponude koji vode zadovoljstvu klijenata, a time i do njihove lojalnosti i dugoročne održivosti kozmetičkog salona na sve zahtjevnijem i konkurentnijem tržištu usluga.The paper "The concept of customer satisfaction and loyalty in a beauty salon" explains Customer Relationship management and customer relationship management in the process of creating and maintaining relationships between the beauty salon and clients. The personalized approach, the importance of putting the customer at the center of the company, determining his desires, needs and personalities in the utmost effort to satisfy them are emphasized. A cosmetic offer has been developed in the function of building satisfaction and loyalty. A survey was conducted in a beauty salon in order to identify the elements of the cosmetic offer that lead to customer satisfaction, and thus to their loyalty and long-term sustainability of the beauty salon in an increasingly demanding and competitive market for services