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Současný způsob diferencovaného řízení vztahů se zákazníky zákazníky podle jejich hodnoty pro podnik u firem působících v oblasti prodeje.
Authors: Simová Jozefína | Lošťáková Hana
Year: 2007
Type of publication: článek ve sborníku
Name of source: Obchod, jakost a finance v podnicích - determinanty konkurenceschopnosti V
Publisher name: Česká zemědělská univerzita v Praze
Place: Praha
Page from-to: 262-266
Titles:
Language Name Abstract Keywords
cze Současný způsob diferencovaného řízení vztahů se zákazníky zákazníky podle jejich hodnoty pro podnik u firem působících v oblasti prodeje. The paper discusses diferentiated customer relationship management in the condition of the Czech B2C market and in the retail 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 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. Diferencované řízení vztahů se zákazníky (CRM); hodnota zákazníka; spotřebitelský trh; Česká republika
eng Differentiated Customer Relationship Management Based on Customer Value in Trading Companies. The paper discusses diferentiated customer relationship management in the condition of the Czech B2C market and in the retail 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 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. Customer relationship management (CRM); customer value; consumer market; Czech Republic

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