IMPROVING RELATIONSHIP WITH CUSTOMERS BY REDUCING COMPLAINTS - USING MODELLING AND PARETO DIAGRAM

Today, marketing specialists consider that we are in an era of relational marketing. In this new era, where the environment is influenced by globalization, overcapacity of production and the latest by personalized products/ services, the focus is not on increasing production, but increasing profit by improving the relationship with profitable customers. Customers are of all kinds, they all want to get value and solutions to their problems; that is, these people are oriented towards achieving rational goals. In this context, in the present study we shall focus on improving the relationship with customers by reducing the number of customer complaints using simulation and marketing modelling: the Pareto diagram. This diagram is used to control the quality of the services and products offered, and the purpose of our research is to focus on implementing this chart to determine the problems that have arisen and to develop a plan to help reducing problems and finding viable solutions for obtaining reciprocal relationships and long-term benefits.