PERAKENDE AĞLARINDA MÜŞTERİ MEMNUNİYETİNİ ETKİLEYEN FAKTÖRLER
FACTORS AFFECTING CUSTOMER SATISFACTION IN RETAIL NETWORKS

Summary/Abstract: It is not easy to recognize and satisfy a customer's needs, expectations, and behaviors, and most importantly, knowing this does not always ensure success in the marketplace. Today it has become more difficult to satisfy customers. Because, as a result of easier access to information, customers are now smarter, more demanding, more aware. However, if a business manages its relationships with its customers properly, it will have a positive effect on its financial performance. Developing customer relationships brings more revenue to the business. This process also ensures the competitiveness and development of the enterprise. If the plan of commercial enterprises does not include customer satisfaction, then, of course, sales of products of these enterprises will be low in modern times. While offering a quality product or service to customers is the primary goal of all businesses, it is not enough to ensure customer satisfaction. To do this, you need to develop relationships with customers and meet their expectations. Even if customers find their expectations of a particular brand's product, they can easily show interest in competing brands. The only way to prevent this is to build strong customer relationships and gain customer loyalty. Customers should always be the focus of businesses, because they can only add value if they pay enough attention to their customers. Businesses that do not have a loyal customer base are vulnerable to competitors.

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