Wpływ lojalnych klientów na rentowność przedsiębiorstwa
Effect of loyal customers on profitability of the company

Summary/Abstract: The article discusses the themes of loyalty and its impact on the profitability of the company. Starting from the definition of loyalty and profitability, the article introduces the theme of loyalty impact on the profitability of the company. The loyalty ladder is defined showing the evolution of the customer contacts with the company. The article briefly describes different levels of loyalty by Dick and Basu. Loyalty is described also because of the competition in the industry, the availability of substitutes, the availability of different offers for the customer and the willingness of customers to overcome some difficulties. Customer satisfaction is defined as an integral element of loyalty and satisfaction-profit chain. The main purpose of this article is to indicate the benefits of having loyal customers, and their impact on the profitability of the company.

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