Abstract: In this paper the important parameters of customer loyalty and impact of education, gender and age of the respondents will be tested. The study was conducted in the Republic of Croatia, as part of research relevant parameters of customer loyalty, loyal consumer behavior and the role of social networks in building and maintaining a loyal behavior. The concept of loyalty has a strong foothold in marketing theories and in theories of intellectual capital companies. Loyalty has been related to the management of intellectual capital, especially relational capital, as a component of intellectual capital. In terms of loyalty, series of key parameters that describe it or have an effect on it, and thus impacting the company's business appear.
Keywords: marketing, loyalty, relational capital, customer loyalty management, quality managemen
Recieved: 23.05.2014 Accepted: 9.10.2014 UDC: 638.124.8