Wartość w relacjach z finalnym nabywcą
DOI:
https://doi.org/10.18559/SOEP.2017.2.2Słowa kluczowe:
Analiza wartości, Percepcja jakości, Relacje dostawca-odbiorca, Decyzje konsumenckie, KonsumentAbstrakt
Współczesny poziom konkurencji na rynku dóbr konsumpcyjnych sprawia, że klienci mają szeroki wybór produktów i usług, a stale rosnąca możliwość dokonywania subiektywnych wyborów maksymalizuje poziom zadowolenia z konsumpcji. Stwarza to zagrożenie dla przedsiębiorstw, które zmuszone są do poszukiwania i wdrażania nowych metod zaspokajania potrzeb i rozwiązywania problemów klientów. W związku z tym coraz częściej wskazuje się na korzyści, które wynikają z nawiązywania i wzmacniania relacji z klientami - finalnymi nabywcami. Możliwość uczestnictwa w projektowaniu i rozwoju oferty wzmaga satysfakcję i lojalność nabywców produktów i usług, którzy coraz częściej stają się współtwórcami osiąganych wartości.
Pobrania
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