There are two key components that make up the loyalty strategy: customer value management and relationship marketing.
Value management aims to increase the value of the purchase made, which should contribute to customer satisfaction and increased competitiveness.
The customer´s expectations are fundamental in the value for the client since if the value perceived when making the purchase is superior to the expectations will obtain satisfaction.
On the other hand, if the value is lower than expected, the satisfaction will be low, and the purchase will hardly be repeated.
The relationship marketing approach involves establishing lasting and stable relationships with customers.This is achieved through the exchange of values and the fulfillment of promises.
Relational marketing is the process of developing activities and programs of cooperation and collaboration with immediate clients and end users to create and / or enrich value for both parties. The ultimate goal is to obtain loyal customers.