The influence of marketing on customer loyalty through social networks

Zadovoljstvo kupca nije njegovo ponašanje, to je emotivni osjećaj, razvijen na bazi očekivanja kupca. Na jakim tržištima, s velikom ponudom i malim razlikama između ponuda, zadovoljstvo kupca nije dovoljno za osiguranje uspjeha. Stoga je u takvim uvjetima za organizaciju najvažnije da se stvori lojalnost kupca. Lojalnost kupaca može se definirati kao odnos organizacije i kupca koji je zadovoljan te u određenim ciklusima ponavlja kupovinu proizvoda ili usluge. Lojalan kupac ponovit će kupovinu, biti će spreman platiti višu cijenu od trenutno važeće na tržištu, poćinje kupovati i druge proizvode od iste organizacije te će proizvod preporučiti drugima. Svako poduzeće ima svoj način kako doprijeti do svojih potencijalnih, a i postojećih kupaca. Prema kupcima se uvijek treba odnositi s poštovanjem. Oni uvijek žele pažnju i njihove želje trebaju se prepoznati i biti shvaćene. Ako poduzeće ima lojalne kupce to će se odraziti na njegovu uspješnost u smislu povrata ulaganja, jer lojalni potrošači osiguravaju stabilnost budućeg pritoka prihoda. Pojavom društvenih mreţa, njihovim rastom, popularnošću i prihvaćanjem od strane internet korisnika, promijenio se i način komuniciranja odnosno obraćanja ciljnim tržištima. Danas na internetu postoji više desetaka društvenih mreža. Ono što im je zajedničko jest da povezuju ljude sličnih interesa diljem svijeta. Osim uloge komunikacije sve više se koriste za rad i promociju, marketing putem društvenih mreţa postaje svakodnevica za sve više organizacija. Putem društvenih mreţa postižemo određene koristi koje se ogledaju u povećanju prepoznatljivosti proizvoda ili brenda, jačanju prisutnosti na tražilicama, jačanju lojalnosti i povjerenja kupaca te uspješnom lansiranju novih proizvoda ili usluga. U sklopu diplomskog rada provela se anketa kojom su se željeli definirati ključni čimbenici lojalnosti i dokazati da se kroz društvene mreže može utjecati na lojalnost potrošača.Customer satisfaction is not his behavior, this is emotional sense based on customer expectations. On strong markets, with a wide range offers and small differences between the offers, customer satisfaction is not enough to ensure sucess. Therefore, in these conditions, the most important for organization is to create loyalty customer. Customer loyalty can be defined as the ratio between the organization and the customer who is satisfied and in specific cycles repeat purchase of products or services. A loyal customer will repeat purchase, will be ready to pay a higher price than the current valid price on market, begins to buy another products from the same organization, and will recommend the product to others. Every company have its own way to reach they potential and existing customers. Relationship to customers must be always with respect. They want always attention and their wishes should be recognized and be understood. If the company has loyal customers that will affect on its success in the sense of return on investment, because loyal customers ensures stability of the future inflow of revenue. With the advent of social networks, their growth, popularity and acceptance by internet users, the way of communication ie addressing target markets has been changed too. Today on the internet exist dozens of social networks. That they have in common is to connect people with similar interests around the world. Except the role of communication are increasingly being used for work and promotion, marketing through social networks becomes everyday life for more and more organizations. Through social networks we achieve certain benefits in increasing of the recognition of the product or brand, strengthening the presence on search engines, strengthening the loyalty and trust of customers and the successful launch of new products or services. As part of final work the pool is conducted by which they wanted to define the key factors of loyalty and proove that through social networks can affect to customer loyalty, and show that the different parameters differentially affect to loyalty