Marketing relacji i CSR jako narzędzia budowania przewagi konkurencyjnej przez franczyzodawców branży gastronomicznej w Polsce
Relationship marketing and CSR as tools for building of competitive advantage by franchisors of foodservice industry in Poland

Summary/Abstract: CSR activities taking into account the concerns of all stakeholders interact with the concept of relationship marketing which takes into consideration building longterm customer relationships. The coexistence of these two areas is part of a strategy to build modern enterprises. The article presents the results of a survey on the active areas of CSR undertaken by franchisors in the foodservice industry in Poland. The study included 91 foodservice industry franchise systems operating in Poland in 2015, affiliated by the PFO. Information regarding direct conducted CSR activities were collected from the websites of companies surveyed. The collected results show that companies operating in the foodservice franchise recognize the need to engage in CSR activities, and the actions taken are trying to establish long-term relationships with customers. These activities help companies build an image, and the positive reception by the local community and suppliers can increase the chances of attracting and retaining customers.

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