Budowanie lojalności polskich konsumentów – czy potrzebna jest redefinicja?
Building the Loyalty of Polish Consumers ‒ Is There a Redefinition Needed?

Summary/Abstract: The loyalty programs are already today commonplace for customers in many markets in both the B2C and B2B. Customer loyalty is a category of competitive advantage for entrepreneurs. The analysis of the world scientific literature and the research achievements indicates the enormous complexity of the customer loyalty and loyalty programs as a category. The aim of the paper is to identify the possible trends and changes in understanding and identifying loyalty programs on the Polish market. The aim is also to determine the possible need to redefine this construct in the future as an expression of the evolution of marketing knowledge. As part of the aim of this paper, an analysis of the scientific literature of the subject and direct exploratory research was conducted.

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