Lojalność klienta jako wyzwanie współczesnego marketingu

The paper presents customer's loyalty in the category of the most important purpose of competition struggle on the market. In the first part there is discussed relation marketing as lie idea of market partnership with customer. In the second part there is presented customer's satisfaction as the base of creating loyalty, focused on the essence and the types of loyalty. The third part is focused on the considerations of the possibilities and the ways of creating customers loyalty with special attention on CRM.