Characteristics of the Concept of Customer Value Management

Tymoteusz Doligalski
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Tymoteusz Doligalski: Warsaw School of Economics

Chapter 1 in Internet-Based Customer Value Management, 2015, pp 1-24 from Springer

Abstract: Abstract The chapter aims at characterising the concept of customer value management and presenting chosen models and concepts which help to better understand this approach. The focus will be on characteristics of customer value management, such as perceiving customer relationship as a value exchange, customer orientation, customer lifetime value measurement and customer knowledge management, portfolio approach towards customer relationship, focus on customer-oriented processes, connection of customer relationship-associated actions with company’s value, and acknowledging of the customer role in the company’s business model. In the following considerations it will be stressed how the Internet influences particular dimensions of customer value management within traditional companies and what form it takes within online companies. Afterwards, a comparison between customer value management and mass marketing, and between customer value management in traditional service companies and online companies will be presented.

Keywords: Switching Cost; Market Orientation; Customer Loyalty; Customer Relationship; Personalise Marketing (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-09855-5_1

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DOI: 10.1007/978-3-319-09855-5_1

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