Looking for methods granting effective competitive edge the enterprises are increasingly relying on building stronger bonds with their clients. Increasing number of enterprises realises that their biggest assets are their current satisfied clients. The client's satisfaction leading to the more frequent and growing sales of services results in favourable financial results for the enterprise. So client satisfaction is desirable final effect of transaction. Yet enterprises concentrating on current satisfaction are vulnerable when confronted by competition. It is therefore more important to build long-term relation based on the stronger basis than momentarily consumer satisfaction. In Poland, the developing free market economy system results in loyalty programmes growth in various branches. The businessmen see those programmes as a chance to cure all the management ills. The enterprises should seek client loyalty but it is never going to be so stabile and strong to protect them from any competition offering clients' profit exceeding the ones they have been already accustomed to. For the clients in their limited buying powers are eager to use additional benefits. In the article the author presents loyalty promoting factors, the essence of loyal clients segmentation, the basic indicators in creating and providing loyalty programmes for enterprise clients. The article includes rich empirical material presenting the essence of analysed loyal clients' behaviour based on the example of mobile phone networks' clients and Polish national operator - Polish Telecommunication - clients.
Financed by the National Centre for Research and Development under grant No. SP/I/1/77065/10 by the strategic scientific research and experimental development program:
SYNAT - “Interdisciplinary System for Interactive Scientific and Scientific-Technical Information”.