Loyalty programs have recently become one of the most popular methods for maintaining customers. In this context, the main aim of this article is a trial of showing the role of loyalty management in a Polish company in the frame of a case study.

The reason for choosing this subject is that in general the atmosphere or conditions where the information, ideas and feelings are exchanged determines the extent to which it reaches a negative or positive force in the organization. I argued here on the dependence between an open and cooperative...