Wykorzystanie programów lojalnościowych w praktyce funkcjonowania biur podróży w Polsce

Abstract

In this paper, there is presented the essence of loyalty programs – one of the most crucial instruments of relationship marketing-mix. There are also described results of the empirical research, which evaluated the rate and range of their application in practice of marketing activity of travel agencies in Poland.

Keywords

• loyalty program (programme)
• travel agency
• loyalty
• relatioship marketing