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.
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.
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