CREATING LOYAL CUSTOMERS IN DISRUPTIVE TIMES
CREATING LOYAL CUSTOMERS IN DISRUPTIVE TIMES

Author(s): Dijana Ivanovska Przo, Maja Kocoska, Katerina Petrovska
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Summary/Abstract: Nowadays, the dynamic market, where customer loyalty is created and maintained, is far more complex than it was in the last couple of years. The market surrounding becomes more and more complex as well so that the good old marketing techniques are no longer effective. It underlines the need for implementing new digital techniques and methods. Building loyalty requires from organizations to create value for their own products and services, in order to show that they are interested to fulfill the requests to create strong bonds with the customers. The goal of this paper is to show how the transformation of working models and activities, disruptive technology, regulatory policies, globalization as well as fast digitalization, prevent many organizations from creating loyal customers. The paper includes primary manager concerns, finds the reasons for the company’s success or failure, and creates ways to reach the customers and to produce loyalty.

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