Marketingowe kształtowanie relacji rynkowych z usługobiorcami
Marketing development of market relationships with customers

Summary/Abstract: The aim of the paper is to present conceptual model of development of market relationship with customers. The key elements of the model are goals, strategy and marketing programs that, on one hand, are formulated on the basis of situation in the environment and in a company and, on the other hand, cause creation of relational factors that describe a market relationship and results of relationship on both sides of service supplier and service recipients. The advantages of the model is highlighting the results of marketing actions as relationship factors and results of the relations, in both service supplier and service recipients.

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