Where and why does the consumer purchase?
Quality and customer satisfaction as development policies

Every enterprise aim, as a primary purpose, to increase its profits in order to gain a better position in the marketplace. Therefore, time ago enterprises used to reduce production costs and increase productivity. However, during the past two decades, their relations with consumers have been radically changing and more attention have been paying on costumers’ rights and choices.

At present enterprises have finally understood that consumers are to them an essential element of survival on the market. The analysis of consumers’ behavioral and the customers satisfaction are now at the core of every marketing strategy.

Now, quantity has been replaced by quality, a comprehensive  term which includes both technical quality, that is the product (or service) conformity to predetermined standards, and functional quality, that is the capacity of a product (or of a service) to make consumers satisfied, by understanding what they actually wish or need.

However, despite of the improvements above, by now traders have been taking into too little account the importance of another relevant elements: the after-sales service and the customers fidelity.