Lojalność klientów jako cel marketingowy współczesnego przedsiębiorstw

The paper presents the problems concern customer loyalty as the company purpose in the current market and the ways of its realization. There are discussed two important matters. The first one is focused on the satisfaction as the necessary condition of loyalty building as well as on the necessity of permanent tests of the satisfaction. The second matter concerns the role of loyalty as marketing purpose of the company, the ways of its creating, specifying optimal customers’ wallet and building customer relation system with using the possibilities which are given by improvement informatical technology.