It had prevailed of the free market conditions, make competing consumption-oriented and in global scaled markets, who have provided to people; fast, cheap and new products. It is called globalization which means arising from increasing human connectivity and interchange of world views, products, ideas and other aspects of culture. If we want to define the customer again in terms of our era, it is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration. Because of that reason relationship marketing has changed from top to bottom. It has been transformed from 4P (product, place, promotion, price) to 4C (customer value, customer costs, customer convenience, customer communication) so that all work have become customer oriented.
For the purpose of obtaining competitive advantage, firms restructure the relations between the customers and suppliers. The change of expectations of customers makes this situation hard to control and provides a systematical approach. Nowadays, attempting to fulfill expectations of customers by traditional methods is not sufficient anymore. Due to increasing in expectations of customers and gradual reduction of marketshare, the institutions constitute the processes of customer satisfaction and they have begun to have difficulty in management.
Consequently, providing customer satisfaction in global competitive environment has become the initial strategy of the firms. So this situation depends on some factors such as reliableness, safety, responding to the demands in a quick and efficient way and selection of the right supplier.
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