Abstract
Nowadays, companies possess lot of tools in order to gain customer's satisfaction and build loyalty. They understood that they have to focus on customers in order to increase profit more than before. Indeed, by focusing on customer's satisfaction they build loyalty and a long-term relationship. And customer's loyalty is the key objective for any company.
This report focuses on two different ways to gain customer's satisfaction in order to build loyalty: customer's management software with the example of the Customer Relationship Management (CRM) and quality customer service. This study explores a wide range of literature, which has reviewed theories and concepts of the CRM process, quality customer service, customer's satisfaction and at the end customers' loyalty.
Semi- structured interviews of four customers and one business were conducted to be aware of customer‘s perceptions about quality customer service and loyalty and to identify the way, companies use to meet customers' satisfaction in order to build loyalty. In accordance to these interviews, the two different perspectives were fore grounded.
The results of the interviews indicated that according to customers a quality customer service is essential to gain their satisfaction and if firms want to build loyalty and meet customers' satisfaction. All the notions of customer service, satisfaction and loyalty are linked and each notion engenders the next one. According to the company, the presence of software is an obligation to meet customer's satisfaction. It is the most efficient way to recognize customers' needs and so to build loyalty through their satisfaction.
