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Managing customer value as an attribute of the company's competitiveness with the support of information systems
Authors: Školudová Jana | Kožená Marcela
Year: 2014
Type of publication: článek ve sborníku
Name of source: Economic and Social Development. 8th International Scientific Conference on Economic and Social Development and 4th Eastern European ESD Conference: Building Resilient Economy: Book of Proceedings
Publisher name: Varazdin Development and Entrepreneurship Agency, University North
Place: Zagreb
Page from-to: 433-441
Titles:
Language Name Abstract Keywords
cze Řízení hodnoty zákazníka jako atribut konkurenceschopnosti podniku s podporou informačních systémů Spotřebitelům je dnes k dispozici nepřeberné množství produktů, a přesto v nich nenachází plné uspokojení. Důsledky proměny spotřebitele ve spotřebitele informovaného, aktivního a zapojeného do sítě dalších spotřebitelů a firem, jsou patrné. Cílem tohoto příspěvku je zjistit, zda a jakými způsoby/nástroji firmy zjišťují a řídí hodnotu zákazníka jako atribut konkurenceschopnosti podniku s podporou informačních systémů. Výzkumné šetření bylo realizováno na základě řízených rozhovorů s top a liniovými manažery firem v ČR, empirického zobecnění a interpretace zjištěných výsledků. K posílení konkurenceschopnosti podniků je třeba komplexní integrovaný systém pro řízení vztahů se zákazníky. hodnota zákazníka; marketing; informační systémy
eng Managing customer value as an attribute of the company's competitiveness with the support of information systems In the present day, when supply tends to be greater than demand, firms try to come up with a way to acquire new as well as keep existing customers. One of the options is to offer customers high value.Value for the customer is an essential factor for success, and it cannot be neglected or omitted. However, in an overly competitive economy, it is increasingly difficult to influence a customer to choose the value of a given company. The goal of this report is therefore to determine whether and what company methods/tools determine and manage client value as an attribute of a firm's competitiveness with the support of information systems. Research investigation was conducted on the basis of managed interviews with top and line managers from companies in the Czech Republic, empirical generalization and interpretation of the results. The report's goal is to accentuate the move towards relationship marketing and provide familiarization with information systems that support managing client values, most recently with an eye on the enterprise social network. Companies that apply value-based marketing should not approach their activities as merely product and sales, but rather they should realize that it is just as important to provide the customer with values. A comprehensive integrated system for managing relationships with customers can help strengthen a firm's competitiveness. The company that fulfills the customer's expectations – identified by marketing monitoring or causal market research – in terms of value will be the one that is successful in the market. The company that exceeds the value-related expectations of the customer will moreover attain the best reputation and image and will become the subject of viral communication. customer value; marketing; information systems

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