Klient jako „początek” i „koniec” prowadzonej działalności
CLIENT AS THE “INITIAL AND FINAL” COMPONENT OF CONDUCTED BUSINESS OPERATIONS

Summary/Abstract: The hereby article, at the background of general discussion referring to the proc¬ess of an organization improvement, presents the concept of transformations in client ap¬proach. It was accepted that, in order to recognize the role of a client in the process of ongoing improvements, one has to concentrate on providing answers to, among others, the following questions: Who is a client? Which market segment he/she represents? What he/she thinks and what are his/her needs? How are his/her needs met? Whether and how are stable relations with clients established in order to win them and support their loyalty? What are the tendencies in extending the category of a “client”? How does manipulation marketing influence relations with clients? What does loyalty and credibility of an organization towards a client mean? Answers to the above important questions may designate the beginning and development of an organization, or its degradation and the end of its performance.

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