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1

The Essence of Analysis of Telecommunication Clients Satisfaction and Loyalty

100%
Makowski M.
Pieniądze i Więź
|
2005
|
vol. 8
|
issue 3(28)
30-39
EN
Looking for methods granting effective competitive edge the enterprises are increasingly relying on building stronger bonds with their clients. Increasing number of enterprises realises that their biggest assets are their current satisfied clients. The client's satisfaction leading to the more frequent and growing sales of services results in favourable financial results for the enterprise. So client satisfaction is desirable final effect of transaction. Yet enterprises concentrating on current satisfaction are vulnerable when confronted by competition. It is therefore more important to build long-term relation based on the stronger basis than momentarily consumer satisfaction. In Poland, the developing free market economy system results in loyalty programmes growth in various branches. The businessmen see those programmes as a chance to cure all the management ills. The enterprises should seek client loyalty but it is never going to be so stabile and strong to protect them from any competition offering clients' profit exceeding the ones they have been already accustomed to. For the clients in their limited buying powers are eager to use additional benefits. In the article the author presents loyalty promoting factors, the essence of loyal clients segmentation, the basic indicators in creating and providing loyalty programmes for enterprise clients. The article includes rich empirical material presenting the essence of analysed loyal clients' behaviour based on the example of mobile phone networks' clients and Polish national operator - Polish Telecommunication - clients.
2

The Susceptibility of Clients to Product Sales Promotion

100%
Makowski M.
Pieniądze i Więź
|
2005
|
vol. 8
|
issue 2(27)
38-47
EN
The growing poverty of households forces them to economise by choosing cheaper products, maximum delay of shopping, reducing the shopping volume or resigning from purchase. To counteract the falling tendency in clients' purchasing activity the producers use a number of activities meant to induce or accelerate the decision of purchase of offered goods or trademarks. Everyday the clients are surprised by incredibly good buys offered by producers and sellers. Exploiting the clients' naivete and their subconscious desire to posses the product is usually equipped in additional bonuses above its usual value. The new quality added to the product must be important enough to ensure large increase in sales in a short period of time. The promotion of sales plays an important role in marketing communication between the producer and buyers and therefore increases the number of buyers that are induced to accept the offer. The impulses used by producers both suggest special bonus for the regular loyal buyers and lure occasional buyers to buy more and more often. The sales promotion means help the producers to find buyers looking for promotions and to find clients that shun monotonous consumption and often change brands. The overexploiting of promotion as marketing instrument by enterprises and treating it as a magic cure in the deregulated marketing concept may reduce its effectiveness.
3

Gesture as a Non-verbal, Brand Placing Message

100%
Makowski M.
Pieniądze i Więź
|
2007
|
vol. 10
|
issue 2(35)
117-122
EN
The article stresses the importance of non-verbal communication, often reduced to the process of transmitting and receiving non-verbal messages. The author presents the meaning of gestures that are important way of non-verbal communication, conveying meaning through body movements. The abundance of gestures enables them to successfully promote brands and place them in clients' memory. The article presents the examples of gestures employed to create proper brand image in the minds of clients belonging to target groups.
4

The Role of Non-verbal Factor in the Advertising

100%
Makowski M.
Pieniądze i Więź
|
2006
|
vol. 9
|
issue 4(33)
45-53
EN
The text presents the problem of non-verbal communication's various definition and various research data acquired by researchers representing different scientific fields. The text also indicates the possibilities of implementing non-verbal individual communication used in personal promotion, in order to increase mass communication efficiency. It also presents the main roles of co-existing non-verbal communication elements and verbal messages in exemplary TV ads.
5

Sales Promotion Through the Non-verbal Communication in the Sales Business

100%
Makowski M.
Pieniądze i Więź
|
2007
|
vol. 10
|
issue 3(36)
88-95
EN
The important role in the shopping process is played by the senses, that enable buyer to judge the offer in order to accept or reject it. Human senses decode, react and help to memorise stimulants. The aspect of sensory perception is very important and in the majority of cases the transaction results from the deliberate actions enabling clients to touch, smell or taste the product. Activating sales through the non-verbal communication results in faster decision making by the buyer due to the emotional stimulation more subtle than verbal incentives
6

The Example of CRM System: Polish National Telecom Operator

100%
Makowski M.
Pieniądze i Więź
|
2006
|
vol. 9
|
issue 1(30)
55-67
EN
Since enterprises nowadays are increasingly advanced technologically, their competitiveness depends on service quality and client satisfaction. So the main fields where the enterprises seek solutions are client-oriented services, learning client needs and increasing client satisfaction level. It was caused by consumers' demand of better services, faster information and clients' higher awareness of their rights. The enterprises present on the market changed their strategy. Instead of concentrating on gaining maximum share in the market, they started fighting to keep loyal clients creating the CRM (Customer Relationship Management) concept. The article's aim is to present the essence of the CRM system. It presents key aspects determining effective implementing CRM system in Poland. The example is Polish national telecom operator.
7

Anthropomorphic Figurines of early Bronze Age Anatolia

100%
Makowski M.
Archeologia
|
2005
|
vol. 56
7-30
EN
This paper deals with anthropomorphic figurines of Early Bronze Age Anatolia: their typology, meaning and function. Having rejected hitherto existing interpretations as unfounded, the present author analyses the figurines' formal features and their find contexts in order to reconstruct the way they were used and the symbolic meaning they supposedly conveyed. The analysis of the development of Anatolian figurines enables us to trace the genesis of the so-called 'idols', that is schematic stylized figurines characteristic for the eastern Mediterranean in later prehistory.
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