(Wyższa Szkoła Biznesu - National-Louis University w Nowym Sączu, 2008) Macełko, Marta; Aleksander, Aneta
The paper deals with the role and significance of relational capital in
functioning of contemporary organisations. It presents the impact of relationship
with particular groups of stakeholders on the operation of enterprise.
The article submits the range of definitions of relationship capital that can be
encountered in the literature of the subject, as well as the ways of relationship
capital building in the organisation. The authors focused on such issues
like employees potential, customers education, company’s values, corporate
identity and image, organisational culture, public relations and CRM as the
favourable factors for relationship capital building. On summarizing, the authors
enumerated tools that facilitate relationships establishing and highlighted
the significance of customer as the key success factor for the company.