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Customers' Loyalty Building on a Basis of Different Customer Lifetime Value.
Year: 2004
Type of publication: článek v odborném periodiku
Name of source: Economics
Publisher name: Vilnius University Publishing House
Place: Vilnius
Page from-to: 57-66
Titles:
Language Name Abstract Keywords
cze Posilování loajality zákazníků na základě jejich strategické hodnoty během celé doby spolupráce. This paper shows that it is not effective to increase the total market share at present time but it is more effective to pay attention to increasing the share at key customers (wallet share). Building a differentiated customer relationship management and a customers? loyalty according to different customer lifetime value (CLTV) is a must. This paper presents the results of qualitative marketing research by means of the method of individual interviews with SBU managers, marketing managers and sales managers in the Czech industrial firms operated on B-to-B markets. This research was focused on benefits of customers? loyalty development and on mapping of customers? loyalty development instruments available for building long-term relationships with key customers in contemporary turbulent market environment. posilování loajality zákazníků, strategická hodnota zákazníka,
eng Customers' Loyalty Building on a Basis of Different Customer Lifetime Value. This paper shows that it is not effective to increase the total market share at present time but it is more effective to pay attention to increasing the share at key customers (wallet share). Building a differentiated customer relationship management and a customers? loyalty according to different customer lifetime value (CLTV) is a must. This paper presents the results of qualitative marketing research by means of the method of individual interviews with SBU managers, marketing managers and sales managers in the Czech industrial firms operated on B-to-B markets. This research was focused on benefits of customers? loyalty development and on mapping of customers? loyalty development instruments available for building long-term relationships with key customers in contemporary turbulent market environment. Customers' Loyalthy Development, Customer Life-Time Value

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