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PRICE AS A FACTOR STRENGTHENING THE RELATIONSHIPS – COMPARISON OF SUPPLIER'S AND CUSTOMER'S POINTS OF VIEW
Abstract
Solvent, repeatedly buying customers guarantee a long-term stability and prosperity of companies in a turbulent market environment. A characteristic feature of the present relationships between business partners is therefore an effort to build and strengthen mutual relationships. They can be strengthened by any aspect of the offer and mutual contacts that increases the customer-perceived value. It is therefore extremely valuable for the supplier to know which supply parameters and other factors are important to customers and how they are assessed in these areas. As a matter of fact, opinions of managers of supply businesses on the benefits of the supply elements may differ significantly from their importance as perceived by customers. Therefore, a research was conducted aimed at evaluating the importance and the actual level of each element of the supply, services and other tools for strengthening customer relationships from the perspective of managers of supplier enterprises. Thereafter, a similar research was conducted among customers of the supplier. A comparison of the views of the supplier's managers and customers revealed that the greatest differences in evaluation of the importance and the perceived actual level of the individual aspects of supply and services were found in the perception of prices. The research results show that both the supplier and the customer consider aspects of the price to be beneficial for strengthening relations. Significant differences, however, are in the perception of the actual price level. While the supplier assesses the affordability and price differentiation degree as high or rather high, the customer perceives the same parameters as rather low and as insufficient for strengthening the relationship.
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