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Lojalność klienta jako wyzwanie współczesnego marketingu

100%
Wilmańska-Sosnowska S., Uniwersytet Łódzki K. M.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2004
|
vol. 179 cz. 1
EN
The paper presents customer's loyalty in the category of the most important purpose of competition struggle on the market. In the first part there is discussed relation marketing as lie idea of market partnership with customer. In the second part there is presented customer's satisfaction as the base of creating loyalty, focused on the essence and the types of loyalty. The third part is focused on the considerations of the possibilities and the ways of creating customers loyalty with special attention on CRM.
2
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Satysfakcja klienta jako identyfikator orientacji marketingowej na rynku usług

100%
Wilmańska-Sosnowska S., Uniwersytet Łódzki W. Z.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2003
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vol. 168
EN
The distinctive feature of modern economy is a growing meaning of services. It is showed in a larger and larger amount of employees in services’ branches and increasing part of the gross domestic product, which comes from consumption of services. Services becomes an area of activity, which efficient running has an essential influence on reaching higher general level of the economic development. The purpose of this article is an effort of finding in what scale specific features of service, as the market offеred, and instruments of influence on the services’ market have a bearing on the realization of the basic aim of marketing, which is customer’s satisfaction and what should be done to make offered adventages and arising from it satisfaction as big as possible.
3
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Wprowadzenie

100%
Wilmańska-Sosnowska S., Uniwersytet Łódzki W. Z.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2003
|
vol. 168
LA
Wstęp do Acta Universitatis Lodziensis. Folia Oeconomica nr 168
4
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Lojalność klientów jako cel marketingowy współczesnego przedsiębiorstw

100%
Wilmańska-Sosnowska S., Uniwersytet Łódzki W. Z.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2005
|
vol. 195
EN
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.
5
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Wprowadzanie

100%
Wilmańska-Sosnowska S., Uniwersytet Łódzki W. Z.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2005
|
vol. 195
6
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Lojalność konsumencka jako wyznacznik pozycji konkurencyjnej przedsiębiorstwa

100%
Wilmańska-Sosnowska S., Uniwersytet Łódzki K. M.
Acta Universitatis Lodziensis. Folia Oeconomica
|
2005
|
vol. 184
EN
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.
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