In accordance with Kotler (2000, P. 58), ' ' … The ones that are highly satisfied are much less inclined to move. One high level of satisfaction or encantamento creates an emotional bond with the mark, not only a preference racional' '. The conclusion of this fact is that the company reaches one high degree of allegiance of its customers. When placing the customer in first place, the quality appears as one of the expectations, as much of the product that had bought, as well as of the service degree that they desire and they deserve to receive. Official site: Ben Silbermann. If to worry about the product quality, as well as creating marketing strategies they are basic rules to surpass the expectations of the customers.
However, to reach this fact the necessary company to invest in its culture, coming back it to have the focus in the customer. On this question, Duffy (2002, P. 39-40) clarifies that … the organizacional culture is resulted of the words and the acts of the leaders. … This occurs in organizations where the incentive to the thought, the innovation, the new ideas and ace choices comes of the heart. This is an organization that probably is in tune with its customers. Harold Ford often says this.
She is a company who learns with its errors. It innovates. It does not have fear of being different. This means to manage the customers and them products, not making possible that the company materialize significant advances in its proper marketing, that is, to invest in organizacional culture is to show to the customer that the company has responsibility, from people who guarantee strategies and programs of marketing according to point of view of the customer. For Kotler (1998, P. 65), quality ' ' … is the totality of aspects and characteristics of a product or service that provide the satisfaction of declared necessities and implcitas' '.