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Hodnota zákazníka v podnicích vyrábějících spotřební zboží.
Authors: Simová Jozefína | Lošťáková Hana
Year: 2007
Type of publication: článek ve sborníku
Name of source: Liberecké ekonomické fórum 2007
Publisher name: Technická univerzita v Liberci
Place: Liberec
Page from-to: 78-82
Titles:
Language Name Abstract Keywords
cze Hodnota zákazníka v podnicích vyrábějících spotřební zboží. Present changes in the market bring not only more saturated and fragmented market structure, increase intensity and growth of copetition, influence consumer bahviour, but also increase demand on business operations and first of all on marketing activities and strategy devleopment. This situation forces companies to develop strategies based on differentiated customer relationship management (CRM) in relation to customer value that would lead to success and profit of the company. The paper discusses differentiated customer relationship management in the condition of companies producing products for consumer market. 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 customer accroding 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 presents fidings related to customer value difinition and ways of its quantification and monitoring in the interviewed manufacturing companies. When estimating customer value, the manufacturing companies consider quantitative and qualitative aspects, and some of them use the aspects for customer value quantification. Současné změny na trhu přinášejí nejenom více saturovanou a fragmentovanou strukturu trhu, zvyšují intenzitu a růst konkurence, ovlivňují chování zákazníků, ale zároveň zvyšují i nároky na podnikání a především na marketingové aktivity podniků i jejich strategie. Tato situace nutí firmy vypracovávat strategie založené na diferencovaném přístupu v řízení vztahů se zákazníky (CRM) v závislosti na hodnotě zákazníka, jenž povedou k úspěchu a ziskovosti firmy. Tento článek se zabývá problemat Hodnota zákazníka; výrobní podnik; diferencované řízení vztahů se zákazníky; spotřebitelský trh
eng Customer Value in Companies Producing Products for Consumer Market. Present changes in the market bring not only more saturated and fragmented market structure, increase intensity and growth of copetition, influence consumer bahviour, but also increase demand on business operations and first of all on marketing activities and strategy devleopment. This situation forces companies to develop strategies based on differentiated customer relationship management (CRM) in relation to customer value that would lead to success and profit of the company. The paper discusses differentiated customer relationship management in the condition of companies producing products for consumer market. 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 customer accroding 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 presents fidings related to customer value difinition and ways of its quantification and monitoring in the interviewed manufacturing companies. When estimating customer value, the manufacturing companies consider quantitative and qualitative aspects, and some of them use the aspects for customer value quantification. Customer value; manufacturing companies; customer relationship management; consumer market

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