Kształtowanie relacji z klientami w działaniach przedsiębiorstw
ESTABLISHING RELATIONS WITH CLIENTS FOR ENTERPRISES FUNCTIONING

Summary/Abstract: An imperative is understood as a standard, requirement, obligation. Consumers represent the most important factor influencing successful business. In order to attract them and establish lasting relations with them it is crucial to provide them with satisfaction, or even evoke their admiration. For this reason enterprises have to find out who their clients are and understand their needs, create loyalty programmes, react adequately to comments and complaints, construct company culture with a client occupying focal position in it and being duly “caressed”. An attitude to a client is monitored in every aspect of company functioning. It is established by means of company visualization, the procedures followed, customer service conditions, be¬haviour and outside appearance of staff etc. Favourable image, reputation, loyal clients are reflected in company profit growth, since clients spend more money in it, purchase more of its products, and therefore costs of providing them with due services decrease. Clients` loyalty results in lower staff turnover as they are satisfied with performed work, which translates into positive reactions of clients served by familiar staff. However, declarative nature of such behaviour manifested by companies poses a prob¬lem. Therefore certain questions have to be put forward in order to verify the imperative mentioned in the title of the hereby paper.

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