The process of communicating customer value and its role in a competitive economy
Sławomir CZARNIEWSKI
Abstrakt
The process of communicating customer value not only provides buyers with awareness of what products and services they can buy, but also of the benefits of the purchase for them. The communication process aims to create and strengthen attitudes among buyers, leading to a favorable reception of products / services as well as a change of attitude from neutral to positive – creative. The focus of this study are the economic mechanisms of the effectiveness and efficiency of the process of communicating specified value to the customer, and an attempt to identify the factors boosting efficiency increase. Thus, the purpose of this work is to show trends, mechanisms and effects of communicating customer value, as well as an attempt to signal new challenges in the field of marketing communication.
Klíčová slova:
value, competition, effectiveness, communication, marketReference
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Colton, D.A.; Roth, M.S.; Bearden, W.O. (2010). Drivers of International E-tail Performance: The Complexities of Orientations and Resources, Journal of International Marketing 18(1): 4-10.
Dąbrowski, T. (2010). Reputacja a zmiany w otoczeniu przedsiębiorstw. In: Dobiegała-Korona B.; Doligalski T. (eds.). Zarządzanie wartością klienta. Pomiar i strategie: 339-348. Warsaw: Poltext Publishing.
Demczyszak, A. (2010). Zarządzanie doświadczeniem klienta. In: Dobiegała-Korona B.; Doligalski T. (eds.). Zarządzanie wartością klienta. Pomiar i strategie: 523-544. Warsaw: Poltext Publishing.
Dobiegała-Korona, B. (2007). Model współtworzenia wartości przez klienta. Motywy i odpowiedzialność. In: Szumilak J. (ed.). Rola handlu w tworzeniu wartości dla nabywcy: 46-51. Krakow: University of Economics.
Dobiegała-Korona, B. (2008). Zarządzanie wartościami dla klienta. In: Grudzewski W.M.; Hejduk I.K. (eds.). W poszukiwaniu nowych paradygmatów zarządzania: 24-27. Warsaw: Publishing House of the Warsaw School of Economics.
Feige, T. (2013). Social Media Marketing – Analysis of Online Presence of Slovak Banks. Journal of Systems Integration 4(3): 20-29.
Grajewski, J. (2007). Organizacja procesowa, Warsaw: Polish Economic Publishing House.
Hielscher, S.; Pies I.; Valentinov, V. (2012). How to Foster Social Progress: An Ordonomic Perspective on Progressive Institutional Change. Journal of Economic Issues XLVI (3): 779-797.
Jelassi, T.; Enders, A. (2005). Strategies for e-Business. Creating Value through Electronic and Mobile Commerce. Concept and Cases, Essex: FT Prentice Hall.
Jones, J.P. (1995). When Ads Work: New proof that advertising triggers sales, New York: Simon & Schuster-Lexington.
Kenton, B.; Yarnall, J. (2005). HR - The Business Partner: Shaping a New Direction. Oxford: Butterworth-Heinemann.
Kumar, V. (2008). Managing Customers for Profit. Strategies to Increase Profits and Build Loyalty, New Jersey: Wharton School Publishing.
Lazarus, M.; McManus, T. (2006). Transparency Guru: an Interview with Tom McManus, Journal of Management Development 25(10): 16-17.
Moth, D. (2013). 10 ways to encourage customer reviews online. Available at: http://econsultancy.com/cz/blog/61677-10-ways-to-encouragecustomer-reviews-online. Accessed 26 November 2013.
NICE (2013). Voice of the Customer. Available at: http://www.nice.com/voice-of-the-customer-solutions. Accessed 27 December 2013.
Okonkwo, U. (2009). Sustaining the Luxury Brand on the Internet. Brand Management 16(5/6): 302–310.
Piotrowska, B.; Rezmer, Ł. (2009). Determinanty struktury organizacyjnej przedsiębiorstwa, Ekonomika i Organizacja Przedsiębiorstwa 3(710): 19-22.
Porter, M. (2006). Competitive Advantage. Achieving and Sustaining Superior Performance. Gliwice: Helion.
Potts, K. (2007). Web Design and Marketing Solutions for Business Websites. USA: Apress.
Ratchford, B.T. (2009). Online Pricing: Review and Directions for Research, Journal of Interactive Marketing 23(1): 82-90.
Ryan, C. J. (2011). The Best Digital Marketing Campaigns in the World: Mastering The Art of Customer Engagement. London: Kogan Page Limited.
Šikýr, M. (2013). Best Practices in Human Resource Management: The Source of Excellent Performance and Sustained Competitiveness. Central European Business Review 2(1): 43-48.
Śmigielska, G. (2008). Tworzenie wartości dla nabywcy jako istota konkurowania w handlu detalicznym. In: Szumilak J. (ed.). Rola handlu w tworzeniu wartości dla nabywcy: 23-27. Krakow: Published by the Foundation of the University of Economics.
Spring, M.; Araujo, L. (2009). Service, Services and Products: Rethinking Operations Strategy. International Journal of Operations and Production Management 29(5): 445-450.
Tilly, Ch. (2005). Trust and Rule. Cambridge: Cambridge University Press.
Urban, G.L.; Amyx, C.; Lorenzon, A. (2009). Online Trust: State of the Art, New Frontiers, and Research Potential. Journal of Interactive Marketing 23(2): 179-183.
Webster, F.E.; Malter, A.J.; Ganesan, S. (2005). The Decline and Dispersion of Marketing Competence. Sloan Management Review 46: 39-40.
Publikováno
2020-12-03
##plugins.themes.libcom.cytowania##
CZARNIEWSKI, S. (2020). The process of communicating customer value and its role in a competitive economy. Economic and Environmental Studies, 14(3 (31), 329–352. Získáno z https://czasopisma.uni.opole.pl/index.php/ees/article/view/2905
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Sławomir CZARNIEWSKI##libcom.statistics##
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