Lojalność konsumencka jako wyznacznik pozycji konkurencyjnej przedsiębiorstwa
Streszczenie
The article presents loyalty of the customer as a source of the competitive power of the
company. The article consists of two parts. The first part concentrates on the satisfaction of
the customer, that seems to be the most important factor in building the loyalty. The second
part points on the basis of the loyally, its kinds and the ways of building the loyalty under the
conditions of the competitive market.