Scholarly record
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.
Publication Impact Profile
Publication details
References13
Dodds W. D. & Monroe K. B. & Grewal D. Effects of Price, Brand, and Store Information on Buyers' Product Evaluations, Journal of Marketing Research, vol. 28/issue 3, pp 307-319, 1991.
Gale B. T. & Wood R. Ch.. Managing customer value: creating quality and service that customers can see. New York: Free Press, 424 p., 1994.
Flint D. J. & Woodruff R. B. & Gardial S. F. Customer value change in industrial marketing relationships: A call for new strategies and research, Industrial Marketing Management, vol. 26/issue 2, pp. 163-175, 1997.
Khalifa A. S. Customer value: A review of recent literature and an integrative configuratio, Management Decision, vol. 42/isuue 5, pp. 645-666, 2004.
Best R. J. Market-Based Management. 3rd ed. New Jersey: Prentice Hall, 2004.
Lostakova H. & Bednarikova M. & Branska L. & Janouch V. & Jelinkova M. & Nozicka J. & Pecinova Z. & Simova J. & Vavra J. & Vlckova V. Differentiated Customer Relationship Management (in Czech), Prague:Grada Publ., 268 p., 2009.
Keränen J. & Jalkata A. Towards a framework of customer value assessment in B2B markets: An exploratory study, Industrial Marketing Management, vol. 42/issue 8, pp. 1307-1317, 2013.
Ulaga W. & Chacour S. Measuring Customer-Perceived Value in Business Markets: Prerequisite for Marketing Strategy Development and Implementation, Industrial Marketing Management, vol. 30/issue 6, pp. 525–540, 2001.
Childerhouse P. & Towill DR.Analysis of the factors affecting real-world value stream performance, International Journal of Production Research , vol. 40/issue 15, pp. 3499-3518, 2002.
Idenfors E. & Kjellin J. Customer value in a B2B setting, Umeå School of Business and Economics, 52 p., 2012.
Best R. J. Market-Based Management. 6th ed. New Jersey: Prentice Hall, 2012.
Lostakova H. & Stejskalova I. The key strategic customer benefits leading to strengthening of relations with customers in the chemical industry. Proceedings of the 22nd Anniversary International Conference on Metallurgy and Materials (METAL 2013), Brno, 17th-19th May 2013, Ostrava: Tanger, pp. 1994-1999, 2013.
Kotler P. Marketing management. 14th ed. Prague: Grada Publishing, 2014.
View or Download full articleAccess options
SWS access login
Login as SWS Scientific CommitteeLogin as SWS Scientific PartnerLogin as SWS AuthorAuthors and approved SWS contributors will read and export their own linked papers after identity matching by SWS profile, email and SGEM GlobalID.
For librarian assistance: [email protected]
Purchase Instant Access
- Article can be downloaded after successful payment.
- Article may be used according to SWS library access terms.
- Article cannot be redistributed.
