Lojalność klienta – pojęcie, podział, rodzaje i stopnie
Customer loyalty – notion, division, types and degrees.

Summary/Abstract: The following article focuses on the issue of customer loyalty. It discusses customer loyalty and the way it is measured. This paper indicates different approaches, as to customer loyalty. It presents various factors that influence loyalty. Client is the source of knowledge about the banking products as well as the provided quality of service. Transformations that are currently taking place in the way that banks operate, changed the existing bank − client relationship. Now a client has the possibility to profit from several different offers provided by various banks, thus ceasing to be a customer, who is associated with only one bank. This forced the need for banks to adjust to the growing customer needs by increasing customer satisfaction. Special attention was paid to types and degrees of customer loyalty.

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