Lojalność względem Kościoła w świetle marketingu partnerskiego

Abstract

The article concerns the way of developing loyalty to the Church. The necessity to develop loyalty with regard to the people who constitute the ecclesial community and to build it with regard to the people whose loyalty has decreased is an urgent problem nowadays. The processes of laicization and secularization in Poland influence loosening of the bonds with the Church and often result in leaving the Church. This situation forces priests to counteract the effects of the processes. In their efforts they can make use of the principles developed on the basis of economics. The ones which are particularly effective, as it seems, are the principles used in the affiliate marketing which aims at customer retention and which is based on cooperation. The article takes up the issue of developing loyalty to the Church through common values, strengthening self-confidence, maintaining contacts and recognition as well as through engagement and prizes.