Lojalność konsumencka jako wyznacznik pozycji konkurencyjnej przedsiębiorstwa

The article presents loyalty of the customer as a source of the competitive power of the company. The article consists of two parts. The first part concentrates on the satisfaction of the customer, that seems to be the most important factor in building the loyalty. The second part points on the basis of the loyally, its kinds and the ways of building the loyalty under the conditions of the competitive market.