Differentiated Customers’ Loyalty Development in Relation to Different Customer Lifetime Values
Articles
Hana Loštakova
Faculty of Chemical Technology, Department of Economy and Management of Chemical and Food Industry
Martina Kohoutová
Faculty of Chemical Technology, Department of Economy and Management of Chemical and Food Industry
Andrea Koblížková
Faculty of Chemical Technology, Department of Economy and Management of Chemical and Food Industry
Published 2004-12-01
https://doi.org/10.15388/Ekon.2004.17369
PDF

How to Cite

Loštakova, H., Kohoutová, M. and Koblížková, A. (2004) “Differentiated Customers’ Loyalty Development in Relation to Different Customer Lifetime Values”, Ekonomika, 67, pp. 57–64. doi:10.15388/Ekon.2004.17369.

Abstract

This paper shows that it is not effective to increase the total market share at present, but it is more effective to pay attention to increasing the share at key customers (wallet share). Building a differentiated customer relationship management and a customers’ loyalty according to different customer lifetime value (CLTV) is a must. This paper presents the results of a qualitative marketing research by means of the method of individual interviews with SBU managers, marketing managers and sales managers in the Czech industrial firms operating on B-to-B markets. This research was focused on the benefits of customers’ loyalty development and on mapping the customers’ loyalty development instruments available for building long-term relationships with key customers in the contemporary turbulent market environment.

PDF

Downloads

Download data is not yet available.

Most read articles by the same author(s)

1 2 3 4 5 > >>