Building Customer Value in Relationship Marketing

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.