Customer satisfaction as basis for long-term profitability

Customer satisfaction is and has to be seen as the basic guarantee of the long-term success and survival of the company. Research conducted in economic entities in Croatia in 1997 has shown that companies which show willingness to become customer-oriented realize and expect a significantly higher rate of profit than those which have not yet fully recognized the significance of being customer-oriented. Also results shows that companies which are customer-oriented more often use marketing research in every day business. Those results will be compared with research conducted in 2002. The comparison of the results shows the orientation to the customer satisfaction at Croatian companies.