The measurement methods of customer value and its use in small and medium sized Czech enterprises

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F18%3A00011132" target="_blank" >RIV/47813059:19520/18:00011132 - 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

The measurement methods of customer value and its use in small and medium sized Czech enterprises

Original language description

This article aims to present the research results of customers' value measurement methods and their use in companies' marketing management processes through the CRM databases. The starting point is a theoretical review on the issue researched. The primary research included 736 respondents from Czech small and medium sized enterprises. Logistic regression has been used to test the hypothesis about the relationship of the field of business and the most frequented methods of measurement customers' value. The greatest part of respondents use the customers' value in the process of price determination for individual customers, to maintain customer loyalty and for product value differentiation. Mostly, SMEs evaluated the customers according to the long-term relationship, then by sale value and the profitability of customers. Data has been divided according to the field of business. Subsequently, research findings have shown that all fields use the customers' value in the process of price dete rmination for individual customers. The long-term relationship has been mentioned frequently as a method for measuring customers' value in production and services enterprises, whereas retail enterprises preferred the long-term relationship and sale value. The results of approach to measure customer value have also been compared with the previous research from 2005 showing interesting differences.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2018

Confidentiality

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

Name of the periodical

Scientific Papers of the University of Pardubice, Series D: Faculty of Economics and Administration

ISSN

1211-555X

e-ISSN

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Volume of the periodical

26

Issue of the periodical within the volume

43

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

13

Pages from-to

87-99

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85057818886