The influence of the image of the company on the formation of customer loyalty

In today's reality there is a constant struggle for consumers by the companies. Therefore, in such conditions it is necessary to shape the loyalty and trust of the company. One of the factors that affect customer loyalty is the image. The image shows the impression made on people by the company, its employees, products. Customer loyalty and the image of the company is a phenomena which do not exist independently from each other. They must be managed within the overall development strategy of the enterprise.