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Marketingowe kreowanie wartości

Baruk A.

Problemy Jakości

2002

R. 34, nr 7

19-29

The creation of value, in consideration of customers expectations, can be in 3 stages realized: 1. selection of values, 2.delivery of values, and 3.information about delivered values including their improvement. Every customer can have different expectation regarding values, which are for him/her important. Some aspects of this kind could be investigated based on Rogers Model, related to diffusion of innovations, what is for new products applied, Therefore the level of customer satisfaction should be measured. There are various theories existing, which try to explain the establishment of satisfaction by people buying products. The most important are: emotional model, model based on theory of just exchange, and model of expected inconformity. Independently from model used in investigation, the satisfaction of customer is always based on feeling by him/her, on some positive impressions. But it doesn't mean the fulfilment of factual expectations or needs, specially in relation to prices offered. The measurement of customer loyalty is here useful as well. But it should be not misunderstood. The customer loyalty doesn't mean the buys of products of the same manufacturer only. Loyalty and satisfaction of customers have many orientations and aspects, which for marketing should be applied correctly.