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2011, iss. 26, pp. 23-32
Customer expectations, satisfaction and loyalty in services marketing
University of Novi Sad, Faculty of Economy, Subotica
Customers in services marketing are the primary market factor and the target of all activities and efforts. They constitute the basis for defining services marketing plans, objectives and strategies. Consequently, marketing orientation in service business stems from customers' needs, demands and expectations, as the starting point for designing and offering the appropriate service offer, which should result in customer satisfaction and loyalty. Successful exchange on the contemporary services market is based on the delivery of values that will meet the expectations, demands and wishes of increasingly selective service customers. Service customers are integrated in an appropriate marketing environment; they are socialized, social and cultural beings, satisfying their specifically expressed needs by purchasing, i.e. using certain service offers. Service customers include individuals, i.e. final consumers and organizations, i.e. business service buyers. Expectations, satisfaction and loyalty are immanent predominantly to final service consumers, whereas in the case of business services buyers, despite obvious similarities, decision-making and utilization processes are nevertheless different.
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article language: Serbian
document type: Review Paper
published in SCIndeks: 21/02/2012

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