ФАКТОРИ ВЛИЯЕЩИ ВЪРХУ КЛИЕНТСКАТА ЛОЯЛНОСТ, НА ПРИМЕРА НА ВАКАНЦИОННА КЪЩА ЗА ОТДИХ „ДРИЙМ ПОИНТ“
FACTORS AFFECTING CUSTOMER LOYALTY AS AN EXAMPLE OF “DREAM POINT” HOLIDAY HOME

Summary/Abstract: In all conditions of intense competition, a major question that the organization should solve is how to retain its current customers and win new ones. The relevance of the report is determined by the "Dear Customer of the 21st Century", who is well-informed and increasingly finicky about quality, service and prices and is perceived as the most valuable asset, and the relationship with him is of paramount importance. Under these conditions, more and more organizations realize the need to constantly monitor the relationships with the customers you are, getting to know the factors that condition them and could contribute to their successful development over time. The main task of this process is to achieve active communication with the client and react to changes in his needs, desires and attitudes. This requires managers to build an appropriate strategy for their business, which is based on the latest information and communication technologies and gives a comprehensive view of all processes that take place not only in the company, but also outside it. An example of such a business strategy is Customer Relationship Management (CRM), the core of which is a customer-oriented approach. The success of modern business is based on many factors. Customer satisfaction is one of them. On average, between 10% and 30% of each business's customers reorient their preferences and look for better options in their consumer habits. These changes generate losses for the business. In order to establish the reasons for this phenomenon, it is necessary to analyze customer satisfaction. In the marketing literature, customer satisfaction is perceived as a complex category. It is made up of four interrelated and interdependent elements: response, focus, time, dynamics. This report attempts to examine these key categories, both theoretically and practically, viewed through the lens of the long-standing experience of Dream Point Holiday Homes. The essence, principles and methodology of the concept of customer relationship management are presented and its advantages in practical application in real business conditions are revealed.

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