CUSTOMERIZE, CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY

Abstract

The very high competition in marketing business compels the marketers to perform any innovation in the sector. The competition even tends to reach the degree of hypercompetitive. Hence, it is appropriate for the perpetrators of the business to traditionally maintain the concept of marketing mix–so called 4P (Product, place, price and promotion). But those endeavors are not sufficient because they have to establish the consumers of their products to be loyal customers as well.
These situations will change the orientation of marketers to treat the customers as good as possible or in other word to customerize the consumers that eventually lead to the attainment of customers’ satisfaction. In the long term, the satisfaction will be tied with the customer loyalty and at the end of the day, the company not only attain the short term benefit but long term as well.