Customers value : determination in undefined environment

Abstract

Customer is the object, which company should be orientated to by making the choice on the strategy and by giving priorities. The importance of the client is exceptional. Because of the limited resources managers have to analyze the structure of existing and potential clients and group them according to the potential of growth. Companies do not have enough resources to give priorities to all customers, for this reason the main task of managers is to focus on the clients, who give the biggest value. Scientists have made many researches on the customer’s value determination, but most of the methods do not take into account the influence of undefined environment. Instruments as real options are able to define environment’s factors, but they are used for financial evaluation, not for marketing. Such methods are used for determining the value of company’s shares, investment project. Companies cannot solve dilemma, which instruments should be used for determining the most important – the most valuable customers in undefined environment. How they should recognize, which customer has the biggest potential for future growth. How they should evaluate the influence of undefined environment. The scientific problem of this research: which instruments should be used for determining customer’s value, taking into account the factors of undefined environment? The object of the research – customer’s given value to the supplier. [...]