Dijana Ivanovska Przo – Business Academy Smilevski BAS, Skopje, 111/2 Jane Sandanski Blvd., Skopje, R.N. Macedonia
Maja Kocoska – Business Academy Smilevski BAS, Skopje, 111/2 Jane Sandanski Blvd., Skopje, R.N. Macedonia
Katerina Petrovska – Ss. Cyril and Methodius Primary School, Boulevard 1st of May b.b., Bitola, R.N. Macedonia

DOI: https://doi.org/10.31410/EMAN.2021.281

5th International Scientific Conference – EMAN 2021 – Economics and Management: How to Cope With Disrupted Times, Online/Virtual, March 18, 2021, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-43-1, ISSN 2683-4510


Nowadays, the dynamic market, where customer loyalty is created and maintained, is far
more complex than it was in the last couple of years. The market surrounding becomes more and more
complex as well so that the good old marketing techniques are no longer effective. It underlines the need
for implementing new digital techniques and methods.
Building loyalty requires from organizations to create value for their own products and services, in
order to show that they are interested to fulfill the requests to create strong bonds with the customers.
The goal of this paper is to show how the transformation of working models and activities, disruptive
technology, regulatory policies, globalization as well as fast digitalization, prevent many organizations
from creating loyal customers.
The paper includes primary manager concerns, finds the reasons for the company’s success or failure,
and creates ways to reach the customers and to produce loyalty.


Marketing, Loyal customers, Digital techniques.


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