Paradigm shift of small and medium-sized enterprises competitive advantage

Abstract

In today's competitive environment, where products and services have more and more similar features, and consumer demands and expectations are constantly changing and increasing, increasing the customer satisfaction in the marketing process and thus creating loyal customers have become the primary objectives of the businesses. In an environment where acquiring new customers is much more costly than holding customers at hand, the fact that businesses have loyal customers is a very important factor in terms of business continuity. Improving customer loyalty is possible by establishing strong long-term relationships between the business and the customer. These relationships with the customer can increase the order frequency and quantity of the customer from the business, provide economic benefits to the business, and recommend new businesses and products to the surrounding people, and gain new customers at less cost. The purpose of this research is to reveal the importance of creating customer loyalty in businesses, to determine the factors effective in creating customer loyalty, and to contribute to the strategy formation of the enterprises. For this purpose, the relationship between the value offered to the customer and customer satisfaction in terms of creating customer loyalty has been examined through the literature review method, which is one of the qualitative research methods. For this purpose, it has been concluded that using customer loyalty programs as an effective marketing technique and using relationship marketing method to develop a long-term and loyalty-based relationship with customers is an important factor.