KHAYATI Khalil DIB Othmane

OFPPT

2011-2012

Loyalty-Satisfaction of the customers

I. Loyalty:
All companies have found that to attract a new customer is much more expensive than selling new products to an existing customer, thus retaining the solution will affect both parties and keep them. A loyal customer is when he makes repeatedly or systematically selecting a single product or brand in preference to one or several offers from competing companies.

1. Definition of loyalty:
Loyalty is to encourage existing customers continue to choose the same brand or trade name.

2. The importance of loyalty:

The benefits of loyalty: -Loyal customers are sometimes more profitable than occasional customers: In service activities, customers tend to increase their purchases in the company as and when they know better and appreciate it more. -Loyal customers are the source of positive word of mouth: it was observed, in many cases, the loyal customers of a business are spontaneously active agents in promoting this business with their friends and families.

3. The mechanisms used to retain:

-Establish links: The personal relationship with the client is to establish lasting ties between the company and the customer, the interest is shared: the customer who is involved in a relationship with his company receives appropriate products which meets their expectations, the company for its part, retains an enduring relationship with the client and will reap a large profit. -Loyalty cards: These cards are based on the idea of rewarding the customer through the evolution of profitability, they build on the idea that a customer is loyal to the company if obtains benefits: Gifts, discount on products

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KHAYATI Khalil DIB Othmane

OFPPT

2011-2012

II. The Consumer Satisfaction.

Customer satisfaction is assured through an offer well adapted.

1. Expectations, the quality of satisfaction in services.

Expectations for service: Expectations, in terms of services, show two notions: that of the desired service and the service adequate. The first can be defined as the customer wishes to receive; he believes deserve a given price. The notion of adequate service, designed as the level of service that the customer is willing to accept, is close to the minimum level of service desired. The perceived quality and satisfaction in the service: Perceived quality has received significant attention. The concept of quality is the balance between consumer expectations and evaluation of service received. In this perspective, two components can be analyzed: The technical quality and functional quality. Technical quality for the provision that the consumer receives as the result of the buyer-seller interaction. Functional quality is related to how the buyer and seller interact during the transaction.

2. Customer expectations.
Consumer expectations are two basic forms: Expectations of launching new financial products. This expectation of new products is driven by competition that pits different banks. For example, a customer who wants a mortgage with a low interest rate, he can find another bank, will issue, of course, the wish that his bank is launching a new product matching his expectations. Expectations of information. Faced with increasing demands, customers expressed an expectation of economic and financial information. If three-quarters of customers find that they have the necessary information enabling them to choose the solution best suited to their needs for managing their money and credit, only 30% feel very well informed about different financial products and services.

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KHAYATI Khalil DIB Othmane

OFPPT

2011-2012

III. Conclusion.
Listening to the customer, give them the best advice, meet their requirements and to ensure quality service, these are the key principles of the development strategy of the company.

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