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PERCEIVED CUSTOMER VALUE ASSESSMENT IN THE B2B MARKET
Abstract
The general consensus is that the customer value has become a key tool for gaining a competitive advantage and for economic growth of companies and an important dimension determining the efficiency of a company from the point of view of its customers, too. This requires assessment of the level of the customer value. Although the customer value appears in each marketing textbook, the problem of measuring the customer value still has not enjoyed the appropriate attention. This paper deals with adaptation of diagnostic approaches to customer value assessment for the conditions of chemical products intended for consumption in manufacturing. It characterizes the essence of diagnostic approach to customer value assessment using the method of the Customer Value Audit (CVA). The paper then presents the outcomes of primary qualitative research conducted in April 2014 by surveys of the perception of the importance and actual level of individual attributes of an offer and services provided by individual suppliers from the point of view of the purchasers of a chosen chemical product in the Czech Republic. The ascertained information was subsequently used for verification of the usability and adaptation of the CVA method of customer value assessment for the condition of chemical products intended for production consumption.
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