WIZERUNEK FIRMY JAKO NARZĘDZIE KSZTAŁTUJĄCE KAPITAŁ KLIENCKI

In the article findings were described, led in 2009 in manufacturing companies registered in Warsaw, in using the image for construction of client capital, as the element of the intellectual capital of the company. In the course of analyses of literature they acknowledged that the image, as the effect of marketing activities could influence on creating and holding the relation with customers. It next, lets for treating customers, as the essential store of the name, and setting the value enables customers as client capital. As a result of the questionnaire survey and analyses of obtained statistical data in companies they acknowledged that employees of companies were convinced about positive images of companies, in which they are working and about the fact that companies have good relations with customers. However studied firms don’t apply tools of administering client capital and they don’t treat the knowledge about customers and the wisdom of customers, as a store of organizational knowledge.