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Building Customer Value in Relationship Marketing

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  • Slawomir Czarniewski

Abstract

In business, the customer as capital is not a new idea, but scientific literature has only recently begun to explore the topic in depth. Increasingly, studies are focusing on consumers as customers of enterprises. Attempts to measure the value of customers for the company have a short history and a single approach has not yet been worked out. On the basis of literature on the subject and practical approaches, this study presents several ways to measure the value of customers for the company. Strategies for the management of value for customers, with the aim of providing higher value of customers for the company, are a critical part of the operation of enterprises. Therefore, the aim of this work is to attempt to present a model for increasing the value of customers for the company through relationship marketing. The work also reveals mechanisms for increasing the value of customers with the use of modern information technology.

Suggested Citation

  • Slawomir Czarniewski, 2014. "Building Customer Value in Relationship Marketing," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(4), pages 88-94, October.
    • Handle: RePEc:hur:ijaraf:v:4:y:2014:i:4:p:88-94
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    References listed on IDEAS

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    3. Edwin Quinn Jr., 2014. "The Complex Relationship between Corporate Management, Stakeholders and Accounting," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(3), pages 80-88, July.
    4. Slawomir Czarniewski, 2014. "Market Development and Relationships with Customers: A Model and Conceptual Approach," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(3), pages 199-205, July.
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    Cited by:

    1. Daliborka Blazheska & Meri Nickova, 2016. "Creating Marketing Strategies for Development of the Wine Tourism," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 6(4), pages 177-184, October.

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