Personalizacja w kształtowaniu lojalności klientów w Internecie
This paper shows and indicates the need of implement the strategy of companies which are existed in the Internet about personation functions. The presentation of the offer of products, services, information or contents fitted for individual interests and requirements of internauts also the impression of individual approach can form positive communication between company and its potential customer and in result customer's loyalty. Despite the fact that the methods of personation are used more common, hitherto existing experiences indicate that there must be donne some changes. Users of the Internet willfully support individual alleviate the needs, but they also want to respect their privacy.