Macełko, MartaAleksander, Aneta2014-04-132014-04-132008Organizacje komercyjne i niekomercyjne wobec wzmożonej konkurencji oraz wzrastających wymagań konsumentów. Pod red. A. Nalepki. Nowy Sącz : WSB-NLU, 2008. - S. 202-213978-83-88-421-57-0http://hdl.handle.net/11199/7520The 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.plUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 PolskaUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polskakapitał intelektualnykapitał relacyjnybookPart