ANALYZING SUSTAINABLE RELATIONSHIP WITH CUSTOMERS USING A STRATEGIC COMMUNICATION MODEL, A 360 DEGREES CUSTOMER VIEW AND MATHEMATICAL SIMULATION

Modeling and mathematical simulation are used in every field. To obtain improvement of relationship with customers is also used modeling. Relational marketing is not a choice, is a demand. The customers, which are emotionally related with the organization, will have more trust into it and will develop a strong commitment and a sustainable relationship, if the organization is more involved in keeping a positive and strong relationship with its customers and determine their value. The goal of this study is to bring in discussion the role and the importance of relationship with customers based on sustainable communication, customers being the main source of profit and value on long term for any company. To obtain this, was implemented a model of simulation and strategic communication, analysed through the prism of customers’ 360 degrees. Data were gathered from 100 customers and the results showed a strog relationship based on communication with its customers and the important role of employees in this relationship; the new technologies used in relationship with the customers, according to the literature, have a crucial role in attracting, retaining and growing the number of customers, but this study shows that is used at a very reduced level in the analysed organization. Mathematical simulation played an important role in discovering the right way through the maze of the new products and information present into the analysed supermarket based on continuous communication and relationship.