Komunikacja indywidualna i zadowolenie klienta jako wybrane elementy budowania relacji
Individual communication and customer satisfaction as selected components of building relationship

Summary/Abstract: The paper focuses on selected components of building relationships with customers, such as individual communication and customer satisfaction. The first part contains the definition of relationship marketing, next there are discussed the elements of individual communication, message personalization and issues of customer satisfaction from collaboration with a company. There are also cited the results of selected research carried out in the analyzed areas. The summary presents the process of relationship formation, basing on the sources of competitive advantages.

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