The measurement methods of customer value and its use in small and medium sized czech enterprises

Abstract

This article aims to present the research results of customers’ value measurement methods and their use in companies’ marketing management processes through the CRM databases. The starting point is a theoretical review on the issue researched. The primary research included 736 respondents from Czech small and medium sized enterprises. Logistic regression has been used to test the hypothesis about the relationship of the field of business and the most frequented methods of measurement customers’ value. The greatest part of respondents use the customers’ value in the process of price determination for individual customers, to maintain customer loyalty and for product value differentiation. Mostly, SMEs evaluated the customers according to the long-term relationship, then by sale value and the profitability of customers. Data has been divided according to the field of business. Subsequently, research findings have shown that all fields use the customers’ value in the process of price determination for individual customers. The long-term relationship has been mentioned frequently as a method for measuring customers’ value in production and services enterprises, whereas retail enterprises preferred the long-term relationship and sale value. The results of approach to measure customer value have also been compared with the previous research from 2005 showing interesting differences.