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Customer Satisfaction and Customer Loyalty Essay

In the marketplace of the 21st century, taking into consideration the fact that virtually any good or service can be obtained from any number of sources and in most cases quite literally at the push of a button, marketing activities have had to expand, mature, and continually improve to achieve customer satisfaction and loyalty.

With this assertion in mind, the issue of how important satisfaction and loyalty are in today’s expanded concept of marketing activities deserves a closer look. Depending upon the product, there are many for which quality and price are basically assumed by the consumer and one alternative is as good as the other; (Schultz, et al, 2000) for example, a box of paperclips.

In this situation, where the buying decision is not driven by the attributes of the product itself, one of the only things that will keep the customer coming back time after time, and to remain satisfied each and every time is the kind of creative marketing that focuses not on the product itself, which in many cases is not very exciting such as the humble paperclip, but perhaps focusing on potential problems that the paperclip could solve, a catchy slogan or the like, as evidenced by

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the “big box” retailers of office supplies, who make the ordinary seem extraordinary through marketing activities.

Also, loyalty and satisfaction are important to the marketing activities themselves, for it is the continued support of customers which makes the resources available to achieve marketing excellence; in a sense, marketing feeds the customer’s needs and vice versa.

In closing, perhaps the most accurate thing that can be said about the relationship between satisfaction, loyalty, and marketing activities in today’s hectic marketplace is that they all work together, with the end product being not so much what a company sells, but how their image is projected. References Schultz, D. E. , & Bailey, S. (2000). Customer/Brand Loyalty in an Interactive Marketplace. Journal of Advertising Research, 40(3), 41.

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