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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2004

Kód důvěrnosti údajů

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

Název periodika

Economics

ISSN

1392-1258

e-ISSN

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Svazek periodika

45

Číslo periodika v rámci svazku

67

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

10

Strana od-do

57-66

Kód UT WoS článku

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EID výsledku v databázi Scopus

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