Abstract
new forms of competition and the structural modifications of exchange processes, partly due to the emerging economy of the virtual network, “brand switching” is becoming a popular way to describe the instability of the customer bases in the so called The Changes In Micro Environment are forcing firms to give top priority to customer relationship management. Referring to this context, the present paper proposes a model to analyze the financial impact of loyalty program, grounding on the customer satisfaction on the profitability of the private education institutions. model describes the process of customer loyalty measurement, considering loyalty and its relationship with satisfaction, and identifying its impact on the organization. A dynamic model of customer loyalty is derived from the analysis of the different forms of ‘link’ that the firm can develop with its customers during the relationship life cycle.
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