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In the demanding competitive environment, manufacturers find it more and more difficult to differentiate physical products, and so they resort to differentiation of the offer through services and customer solutions. The thing is that the product level cannot be assessed according to the quality of its technical features only, but particularly according to the way how the clients are provided with it - services. Their importance is growing on a long-term basis, and their sufficient level is a critical factor of the...

Management and building of a positive corporate reputation is a frequently discussed topic in modern economic literature. The thing is that in the current market environment a positive reputation is a key intangible and hard-to-copy factor, which decides whether the company will be successful or not. Obviously, a positive reputation stems from a long-term successful operation of a company in the market, it is an image of personal experience, but it also results, to a certain extent, from the “public opinion” share...

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 cu...

In the today's highly competitive market environment, enterprises are searching for new ways of serving markets and creating a differentiated customer value. An important role in these change processes is played by the process of market segmentation according to the customers' requirements and shopping behaviour. Properly performed market segmentation then contributes to increased profitability of the company and of the entire value network. The methods used in segmentation are based on combinations of various seg...

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 diagnost...