Rola empatii w budowaniu lojalności relacyjnej klientów
Implementation of empathy in organization in building customer relational loyalty

Summary/Abstract: In service logic era, organizational and personnel empathy demonstrated to the customers is getting more and more important. In the paper it is presented the definition of empathy notion, basing on literature. It is presented also the role of organizational and personnel empathy in different market contexts, in which developing empathy skills, should result in achieving marketing effectiveness. Services with intensive direct contact of personnel with customers are one of the most important areas of implementation empathy. Empathy was also presented as one of the components of relationship marketing, which takes important role in relationship marketing and building customer relational loyalty. In terms of measuring, empathy might be measured as personal skill using different scales rooted in social psychology. Another approach is to measure organizational empathy taking into consideration company’s action.

• Details
• Contents