Influence the Level of Perceived Value on Customer Retention

Darina Pavlova () and Yordan Ivanov ()
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Darina Pavlova: University of Economics - Varna
Yordan Ivanov: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2016, issue 1, 31-38

Abstract: The focus of companies in the last decade, marked by rapid development of technology and intense competition for global supremacy is on attracting and retaining customers. The significant diversity and huge choice with which they were placed customer turns brings them increasingly less satisfaction. The reason for this is rooted in perceived value. The risk of losing loyal customers in recent years is great, because companies fail to offer products, the benefits of which exceed the cost of consumer acquisition. That is the reason many consumers do not perceive the product for which they pay as valuable and as "unjust", leading to an outflow of customers. The aim of this publication is to clarify the theoretical foundations of the relation level of perceived value and customer retention for companies.

Keywords: perceived value; customer equity; prices (search for similar items in EconPapers)
JEL-codes: A00 (search for similar items in EconPapers)
Date: 2016
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