THE CONDITIONS OF USING OF LOYALTY PROGRAMS ON THE POLISH MARKET
Brand loyalty is a strategic asset of the company. Having loyal or faithful customers, in
the era of competition, provides to business of essential benefits. Shaping of customer loyalty is
not so easy. Companies, among others, by developing such elements as customer service quality
and marketing communication quality, try to influence on customers' market behavior.
One of the tools of influence on customers' behavior is loyalty programs. Thanks to these,
brand owners try to attract and retain customers by planning the reward system and trying to