Customer satisfaction cannot be considered a recent phenomenon, but only since the 80s when the improving economic conditions have changed the nature of the consumer, companies have begun to systematically evaluate and develop management models.
The process reached its zenith with the Internet that allows consumers to buy all day, 24 hours on 24, ensuring the best conditions through careful and conscious comparisons conducted at low costs and without geographical limitations.
In this context, the retail trade, must change its traditional approach, going from the exchange to the report, using the knowledge of the customer to provide additional benefits and exclusive services.
Is therefore necessary to embrace the concepts of fidelity and loyalty, highlighting both the look and "organizational" aspects or how a structure must act to meet the goals of loyalty, both the cognitive and emotional processes that affect the scope reviews .
A system for moving in this direction is to use loyalty programs using tools and systems that can build trust and ongoing relationship with the final customer in an increasingly competitive and aggressive market.