To Study the Most Beneficial Ways to Build Customer Loyalty

Abstract

Building a loyalty program allows firms to keep existing customers and to search for new clientsBeing closely related to the client, in a personal way of caring, conveyed a sense of partnership to them, while applying a proper relationship marketing hip. Loyalty Program is an expression of the culture of a company. One reason that loyalty is growing rapidly, is because businesses are realizing the benefits of customer loyalty at the time of technological development. The purpose of this paper is to assess the importance of consumer loyalty in the process of building relationship marketing in the online and offline market.

For realization of this paper, is used marketing and social sciences literature and was chosen a sample of 446 consumers who were answering questions about the importance of consumer loyalty and its impact on relationship marketing. The choice is made randomly grouped by demographic distribution according to the region where they live, age, sex, educational level and sector in which they work. The questionnaires were completed in two major Albanian cities, Tirana and Durres. The paper is based on primary and secondary data for the case of financial sector in Albania.

The findings of this research indicate that, based on the data we see that loyalty is important for online marketing. This is based on consumer perception data through surveys developed. So, consumer loyalty which is achieved by marketing on the Internet is important in relationship marketing.