Publikace detail

Customers' Loyalty Building on a Basis of Different Customer Lifetime Value.

Autoři: Lošťáková Hana | Kohoutová Martina | Koblížková Andrea

Rok: 2004

Druh publikace: článek v odborném periodiku

Název zdroje: Economics

Název nakladatele: Vilnius University Publishing House

Místo vydání: Vilnius

Strana od-do: 57-66

Tituly:

Jazyk	Název	Abstrakt	Klíčová slova
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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