Způsob diferencovaného řízení vztahů se zákazníky podle jejich hodnoty pro podniky v sektoru služeb


Způsob diferencovaného řízení vztahů se zákazníky podle jejich hodnoty pro podniky v sektoru služeb

Jméno a příjmení autora:

Jozefína Simová

Rok:
2007
Číslo:
2
Klíčová slova:
customer relationship management (CRM), customer value, service sector, Czech_x000D_ Republic
DOI (& full text):
Anotace:
The paper discusses diferentiated customer relationship management in the condition of the Czech B2C market and in the service sector, in particular. It presents the findings of the research that…více
The paper discusses diferentiated customer relationship management in the condition of the
Czech B2C market and in the service sector, in particular. It presents the findings of the research
that has been conducted as a part of the project supported by the Grant Agency of the Czech
Republic. The research has focused on the companies operating in the area of services., sales
and distribution (retailers and wholesalers) and production (manufacturers producing products
for consumer market). The objective of the research was to find out whether the companies in
the Czech Republic apply differentiated approach in customer relationship management at all; if
so, how and according to what criteria, whether companies analyze their customers according to
their value, ie. the value that they bring to the company and their contribution to the profit of the
company, and what criteria they use for it. The paper discusses the present and strategic customer
value, the way and need for its analysis and monitoring in companies, and its applicability in the
process of customer segmentation and implementation to the process of differentiated customer
relationship management and strategic planning for companies operating in the Czech consumer
market.
The research has proved differentiated approach to customer value concept. Companies operating
in the service sector apply qualitative rather than quantitative aspects of customer value
focusing on customer loyalty and a close relationship with them. When measuring customer value
performance, they use strategic value of the customer. However, companies rely on customer value
estimation only due to probléme associated with the customer value quantification.

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