RODZAJE I WPŁYW DZIAŁAŃ MARKETINGOWYCH KREUJĄCYCH LOJALNOŚĆ KLIENTÓW FIRMY TELEKOMUNIKACYJNEJ
TYPES AND IMPACT OF MARKETING ACTIVITIES CREATING CUSTOMER LOYALTY OF A TELECOMMUNICATION COMPANY

Summary/Abstract: The aim of the paper is to present clients’ opinions on marketing activities aimed at building customer loyalty realized in a post providing telecommunications services, based in the city of Rzeszów. Empirical studies with a usage of a survey questionnaire were conducted among individual customers. The research results are presented by place of residence, gender, age and customers’ education. The interpretation of the data was made using an inductive-deductive method. On the basis of the research it can be stated that the company has realized five types of activities aimed at creating customer loyalty. Most appreciated by clients were personalized counseling and company representatives’ constant contact with customers. Further, to the same degree, were valued: courteous and professional service and expanding loyalty programs range. A manifestation of surveyed customers’ loyalty was not only a longer time of services use but also recommending the place to friends and family.

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