Developing relationships with clients: case study of monopolist „Totalizator Sportowy”

Abstract

The contemporary dynamically changing environment requires companies to form long-term relationships with clients, tailored to their needs. The essence of the relationship is based on mutual fulfilment of commitments and trust. Trust in particular is an inherent feature of the relationships. The aim of the paper is to analyse the ways of shaping the relationship with the client based on the example of the monopolistic company „Totalizator Sportowy”. The authors used the following research methods: literature review, document analysis and a diagnostic survey. The research allowed for the verification (in a limited scope) that the relations between „Totalizator Sportowy” and its customers constitute the foundation of the company’s operations and the relations are based on the trust developed over many years of the company’s operation on the market. In addition, the activities undertaken by the enterprise in order for the relationship with the client to have a long-term nature have been identified, i.e.: the successive introduction of new products to the market (games), the implementation of an IT system enabling the use of products in an online form, having appropriate safety certificates, conducting social and charity activities, informing customers about the risk related to the participation in the offered games, continuously building trust in the company by improving customer service standards or transparency of company data.