Lojalność klientów jako cel marketingowy współczesnego przedsiębiorstw
Streszczenie
The paper presents the problems concern customer loyalty as the company purpose in the
current market and the ways of its realization. There are discussed two important matters. The
first one is focused on the satisfaction as the necessary condition of loyalty building as well as
on the necessity of permanent tests of the satisfaction. The second matter concerns the role of
loyalty as marketing purpose of the company, the ways of its creating, specifying optimal
customers’ wallet and building customer relation system with using the possibilities which are
given by improvement informatical technology.