Publication detail

Hodnota zákazníka pro firmu a její simulace

Authors: Böhmová Simona | Jelínková Martina

Year: 2004

Type of publication: článek ve sborníku

Name of source: zborník z mezinárodnej vedeckej konferencie MARKETING A OBCHOD 2004 - rok európskej integrácie

Publisher name: Ústav pre výchovu a vzdelávanie pracovníkov lesného a vodného hospodárstva SR

Place: Zvolen, Slovenská Republika

Page from-to: 12-16

Titles:

Language	Name	Abstract	Keywords
cze	Hodnota zákazníka pro firmu a její simulace	Preservation and deepening relationships with important customers are the key elements of competitiveness on the market. It is often complicated to determine a customer value for a company properly. One of the factors complicating the determination of a customer value is a fact that the customer value changes with the length of relationship, long-standing customers tend to be more profitable. The paper points out the importance of determination a customer value for a company and shows possibility of using MS Excel to build up the model of customer loyalty with simulation to estimate this value.	hodnota zákazníka, simulační model, CLTV
eng	Customer Value and Its Simulation	Preservation and deepening relationships with important customers are the key elements of competitiveness on the market. It is often complicated to determine a customer value for a company properly. One of the factors complicating the determination of a customer value is a fact that the customer value changes with the length of relationship, long-standing customers tend to be more profitable. The paper points out the importance of determination a customer value for a company and shows possibility of using MS Excel to build up the model of customer loyalty with simulation to estimate this value.	customer value, CLTV, simulation model

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