Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Building Customer Loyalty on the Polish Market
Issue: Vol. 7, No 3, 2014
Published date: 20-09-2014 (print) / 20-09-2014 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Sławomir Czarniewski
Keywords: customer loyalty, communicating values, benefits, effectiveness
DOI: 10.14254/2071-789X.2014/7-3/16
Index PUBMS: 1fc0ab51-aa13-11e7-8eae-080027f4daa0
Language: English
Pages: 208-222 (15)
JEL classification: M31

Report presents the state and efficiency of communicating selected values in Poland. Author presents economic mechanisms of effectively communicating customer value. Instruments of consumer and business promotion are examined in the context of their effectiveness. Attention is paid to issues related to customer loyalty. Various loyalty programs based on benefits and emotions are presented. This paper also contains the results own of research done on the effectiveness of measures promoting sales, which was conducted among businesses in Poland in 2011 and among consumers in Poland in 2012. The process of communicating values (benefits) not only provides buyers with awareness of what products and services they can buy, but also of the benefits of the purchase for them. The communication process aims to create and strengthen attitudes among buyers, leading to a favorable reception of products (services) as well as a change of attitude from neutral to positive – creative. Reflections contained in the paper do not have definite characteristics and should be treated as an opinion in the discussion.