Zdrojový dokument:Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 43/2018
ISSN:1211-555X (Print)
Abstrakt:
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 determination 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.