Zaawansowanie strategii zarządzania relacjami w bankach detalicznych działających w Polsce
Customer relationship management strategies advancement in the retail banks operating in Poland

Summary/Abstract: Banks servicing retail customers, operating in Poland are increasingly using measures to enable customer relationships management. The objective of the study is presenting advancement of customer relationship management and indicating customer relationship management’s impact on retail banks in Poland. The paper is prepared on the basis of a survey research conducted by the author. The research results indicate factors used by banks in attempt to build the competitive advantage, determine the status of implementation of selected initiatives of customer relationship management, highlight the key success factors of customer relationship management as well as present the most important benefits from its implementation.

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