The use of modern technology adds a new dimension to competition in the market. There is no doubt that modern information systems have become a space for multilateral communication, searching for information, performing transactions, and even co-creating value. Companies are increasingly building partnerships with the use of modern information technologies, as an opportunity for achieving tangible benefits such as cost reduction, acquisition of new customers (recipients) and building customer loyalty. The aim of this work is to introduce the possibility of customer value management using modern technology, including a presentation of the mechanisms that shape this process. This work is also an attempt to answer the question of how to capitalize on existing opportunities in the market, in the process of delivering value to customers, so as to increase their value, and thus increase the value of the company and generate benefits for shareholders. Reflections contained in the paper do not have definite characteristics and should be treated as an opinion in the discussion.
Akroush, M., Dahiyat, S., Gharaibeh, H. & Abu-Lail, B. (2011), Customer Relationship Management Implementation. An Investigation of a Scale’s Generalizability and its Relationship with Business Performance in a Developing Country Context, International Journal of Commerce and Management, Vol. 21, No. 2, pp. 158-161.
Aquino, N.P. (2005), Private Brands Are Good Alternatives, www.acnielsen.com; ACNielsen Global Consumer Reports, (referred on 15/12/2013).
Borle, S., Singh, S. & Jain, D. (2008), Customer Lifetime Measurement, Marketing Science, Vol. 54, No 1, pp. 103-107.
Czarniewski, S. (2014). Elements of Knowledge Management Systems of Enterprises, International Journal of Academic Research in Accounting, Finance and Management Sciences, Vol. 4, No. 4, October, pp. 1-8.
Dobiega?a-Korona, B. (2006), Klient kapita?em przedsi?biorstwa. In B. Dobiega?a-Korona & A. Herman (Eds.), Wspó?czesne ?ród?a warto?ci przedsi?biorstwa (p. 85). Warsaw: Difin.
Dobiega?a-Korona, B. (2007), Zaufanie klienta, Kwartalnik Nauk o Przedsi?biorstwie, No. 2, pp. 23-24.
Dobiega?a-Korona, B. (2010), Istota i pomiar warto?ci klienta. In B. Dobiega?a-Korona & T. Doligalski (Eds.), Zarz?dzanie warto?ci? klienta. Pomiar i strategie (p. 27). Warsaw: Poltext.
Dolfsma, W. (2006), Collective Consuming: Consumers as Subcontractors in Electronic Markets, The Information Society, No. 22, pp. 177–183.
Doyle, P. (2008), Value-Based Marketing. Marketing Strategies for Corporate Growth and Shareholder Value. Chichester: John Wiley&Sons.
Fatu?a, D. (2009), Zachowania polskich gospodarstw domowych na rynku finansowym. Krakow: University of Economics in Krakow.
Fatu?a, D. (2010), Determinanty warto?ci klienta. Wybrane aspekty. In B. Dobiega?a-Korona & T. Doligalski (Eds.), Zarz?dzanie warto?ci? klienta. Pomiar i strategie (p. 98). Warsaw: Poltext.
Forsythe, S., Liu, Ch., Shannon, D. & Gardner, L.Ch. (2006), Development of a Scale to Measure the Perceived Benefits and Risks of Online Shopping, Journal of Interactive Marketing, Vol. 20, No. 2, p. 72.
Ismail, S. & Alsadi, B. (2010), Relationship Marketing and Organizational Performance Indicators, European Journal of Social Sciences, Vol. 12, No. 4, pp. 546-549.
Jerzyk, E., Leszczy?ski, G., Mruk, H. (2006), Kreatywno?? w biznesie. Poznan: University of Economics in Poznan.
Joo, J. (2007), An Empirical Study on the Relationship Between Customer Value and Repurchase Intention in Korean Internet Shopping Malls, Journal of Computer Information Systems, Vol. 48, No. 1, pp. 55–59.
Kall, J. (2005), To?samo?? marek nale??cych do sieci detalicznych. Poznan: Publisher University of Economics in Poznan.
Kraus, A., Chorób, R. (2009), Alternatywne formy promocji i dystrybucji regionalnych produktów ?ywno?ciowych z wykorzystaniem globalnej infrastruktury informacyjnej, Zeszyty Naukowe Uniwersytetu Szczeci?skiego, No. 544, pp. 390-391.
Kumar, N. (2004), Marketing as Strategy. Boston: Harvard Business School Press.
Mróz, B. (2010), Tworzenie warto?ci dla konsumentów na rynku dóbr luksusowych. In B. Dobiega?a-Korona & T. Doligalski (Eds.), Zarz?dzanie warto?ci? klienta. Pomiar i strategie (pp. 283-284). Warsaw: Poltext.
Mruk, H. (2010), Warto?? dla klienta a pozycja konkurencyjna przedsi?biorstwa. In B. Dobiega?a-Korona & T. Doligalski (Eds.), Zarz?dzanie warto?ci? klienta. Pomiar i strategie (p. 224). Warsaw: Poltext.
Rudawska, E. (2010), Podwy?szanie atrakcyjno?ci klienta jak narz?dzie optymalizacji portfela klientów. In B. Dobiega?a-Korona & T. Doligalski (Eds.), Zarz?dzanie warto?ci? klienta. Pomiar i strategie (p. 423-424). Warsaw: Poltext.
Sobolewska, S. (2010), Rola systemów informacyjnych marketingu w rozwoju us?ug. In B. Dobiega?a-Korona & T. Doligalski (Eds.), Zarz?dzanie warto?ci? klienta. Pomiar i strategie (p. 210). Warsaw: Poltext.
Temkin, B. (2009), Customer Experience Correlates to Loyalty, Forrester Research, http://www.forrester.com/Research/Document/0,7211,53794,00.html (referred on 10/02/2012).
The Global Loyalty Agency: http://www.iclployalty.com/customer-loyalty.cfm (referred on 10/12/2013).
Copyright: © 2014 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
