Lojalność emocjonalna podstawą długookresowej współpracy oferentów z nabywcami finalnymi
Emotional loyalty is the basis for the long-term cooperation of bidders with final buyers

Summary/Abstract: In her article, the author discussed the subject matter of emotional loyalty in relations between final purchasers and tenderers of food products. She pays attention to its importance for functioning of contemporary enterprises and the ways of stimulation thereof, inter alia, by way of inspiring the prosumptive activity of final purchasers. On the basis of results of primary questionnaire surveys, there are identified the used by tenderers of food products forms of stimulating loyalty of buyers in the form of loyalty programmes, which, unfortunately, allow merely for a possible bringing out of a short lasting rational loyalty. Finally, there is emphasised that still many enterprises have been acting based on the principle of one of non-marketing orientations what precludes them from formation of emotional ties with customers, negatively affecting the market future of such a tenderer.

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