Wybrane aspekty zarządzania lojalnością klientów niepełnosprawnych ruchowo
Selected Aspects of Managing Loyalty of Physically Disabled Consumers

Summary/Abstract: Contemporary market reality gets enterprises to build long-term and beneficial relations with customers; beneficial not only for the enterprise but also for the customer. Winning a loyal customer is not quick nor effortless but in the prospect of functioning under highly competitive conditions it can be the crucial determinant of the success. It is crucial then to identify factors shaping customer expectations and determining their market choices. The particular attention should be paid to disabled people who, because of experienced health restrictions, too often feel marginalized and omitted in marketing action undertaken by enterprises. The article presents results of surveys carried out among physically disabled inhabitants of Lubelskie voivodeship, concerning the meaning of different determinants of loyalty on different markets. The research material was constituted by 156 survey questionnaires.

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