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Hodnota zákazníka jako kriterium segmentace.
Authors: Simová Jozefína | Dědková Jaroslava | Lošťáková Hana
Year: 2007
Type of publication: článek ve sborníku
Name of source: Finance a výkonnost firem ve vědě, výuce a praxi
Publisher name: Univerzita Tomáše Bati ve Zlíně
Place: Zlín
Page from-to: 191-199
Titles:
Language Name Abstract Keywords
cze Hodnota zákazníka jako kriterium segmentace. The paper discusses concept of customer value in the proces of customer segmentation in the condition of the Czech B2C market, in the service sector, sales and distribution (retailers and wholesalers) and production companies (manufacturers producing products for consumer market) 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 broad and focused on differentiated approach in customer relationship management (CRM). However, the paper presents findings on customer value and its imlementation in the proces of customer segmentation in the companies operating in the Czech consumer market. Hodnota zákazníka; diferencované řízení vztahů se zákazníky; segmentace; výzkum; spotřební trh
eng Customer Value as a Segmentation Criterion. The paper discusses concept of customer value in the proces of customer segmentation in the condition of the Czech B2C market, in the service sector, sales and distribution (retailers and wholesalers) and production companies (manufacturers producing products for consumer market) 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 broad and focused on differentiated approach in customer relationship management (CRM). However, the paper presents findings on customer value and its imlementation in the proces of customer segmentation in the companies operating in the Czech consumer market. Customer value; differentiated CRM; segmentation; research; consumer market

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