Sustainable marketing through customer loyalty

Abstract

Marketing for the entity is the link with customers, and development prospects are focused on sustainability. The activity of responsibility of the entity is based on the social, ecological element, the needs of the consumers, the quality management systems. The evolution of the entity depends on the consumer's behavior, which is why their permanent monitoring is one of the objectives of marketing research, market research and consumer preferences. This paper addresses the topic of sustainability in terms of researching consumer behavior by addressing the topic of consumer loyalty. The article is a theoretical and practical study on researching the strategic planning method defined by the customer loyalty study.