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

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F04%3A00003396" target="_blank" >RIV/00216275:25310/04:00003396 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

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

Original language description

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 anda 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.

Czech name

Posilování loajality zákazníků na základě jejich strategické hodnoty během celé doby spolupráce.

Czech description

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 anda 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.

Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AH - Economics

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2004

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Economics

ISSN

1392-1258

e-ISSN

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Volume of the periodical

45

Issue of the periodical within the volume

67

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

10

Pages from-to

57-66

UT code for WoS article

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EID of the result in the Scopus database

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