期刊名称：Acta Universitatis Nicolai Copernici. Zarządzanie
印刷版ISSN：1689-8966
电子版ISSN：2450-7040
出版年度：2016
卷号：43
期号：1
页码：9-24
DOI：10.12775/AUNC_ZARZ.2016.001
语种：English
出版社：Nicolaus Copernicus University Press
摘要：In the process of brand’s developing it becomes increasingly important to invest into loyal customers and build lasting and mutually beneficial relationship between the client and the company. Modern companies put considerable emphasis exactly on building consumer loyalty, because loyal customers are one of the most important assets of the enterprise. But building such a relationship between the parties is a complex and lengthy process that requires the use of appropriate for the desired effect and the capacity of the enterprise tools and methods of action. This article presents the results of surveys which aim was to identify methods and techniques for building consumer loyalty by companies in Poland, and the confrontation of these proposals with the theory.
其他摘要：W procesie rozwijania się marki istotne staje się inwestowanie w lojalnych klientów oraz budowanie trwałych i obopólnie korzystnych relacji między klientem a przedsiębiorstwem. Współczesne przedsiębiorstwa kładą znaczny nacisk właśnie na budowanie lojalno
关键词：consumer loyalty; loyalty program; relationship marketing; customer capital
其他关键词：lojalność konsumencka; program lojalnościowy; marketing relacji; kapitał klienta
