Zarządzanie relacjami z klientem jako kluczowe narzędzie kontaktu banku z usługobiorcami
Customer relationship management as a key tool of contact between bank and its clients

Summary/Abstract: The paper presents the essence of creating the correct communication and proper relations with the banks’ clients. There is emphasized the role and significance of marketing researches together with the need of adequate clients segmentation. The author concentrates on the process of key clients management and on the need of improvement of service for all customers for gaining their higher loyalty and attachment.

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