O. Kendiukhov, V. Zaliznyuk. Methods and criteria of estimation of efficiency of management of consumer capital.
DOI:
https://doi.org/10.31498/2225-6407.14.2016.105926Keywords:
customer capital, management, evaluation, efficiency, methods, criteria.Abstract
The paper reveals the essence of consumer capital of the company, the existing methods for evaluating the effectiveness of consumer capital management of the company, discloses their advantages and disadvantages. The aim of the article is the justification of criteria and methods of evaluating the effectiveness of consumer capital management. Management of key clients links specific organizational solutions with consumers. Thus is established a close relationship between these two categories of resources. Consumer capital represents a sustainable positive attitude of clients towards the company and its products, what means creating additional income, provides additional benefits in the market. Criteria are substantiated and new methods for evaluating the effectiveness of consumer capital management of enterprises are proposed. It is proved that the evaluation of effectiveness of customer capital management can be made on the basis of calculation and analysis of the five groups of the following criteria indicators: indicators, which assess the strength of the attachment of customers to the company, the degree of their confidence in the company; satisfaction with the level and quality of performance of orders, reliability of the client base; the indicators that demonstrate the growth of customer base; indicators that characterize the quality of the consumer capital; indicators that characterize the capitalization of customer relationships to the company; a summary of the indicators of customer capital management. The proposed indicators represent different aspects of efficiency of management of consumer capital and are a comprehensive evaluation system.
References
Сьюэлл К., Браун П. Клиенты на всю жизнь / Пер. с англ. М. Иванова и М. Фербера. – М.: «Манн, Иванов и Фербер», 2005. – 224 с. 2. Ивенс Б. Менеджмент ключевых клиентов // Проблемы теории и практики управления. – 2004. – № 3. – С. 109-114.
Pardo C. Key Account Management in the Industrial Field // Proceedings of the 17th Annual IMP Conference. – II. September. – Oslo 2001. – P. 2.
Ангелин Д. Клиенты и поклонники // Бизнес. – 2005. – № 35. – С. 57-59.
Ангелин Д. One moment, please… // Бизнес. – 2005. – № 35. – С. 58-59.
Edvinsson L., Malone M.S. Intellectual Capital. Realizing Your Company’s True Value by Finding Its Hidden Brainpower. – New York: Harper Business, 1997. – 179 p.
Бендиков М.А., Джамай Е.В. Интеллектуальный капитал развивающейся фирмы: проблемы идентификации и измерения // Менеджмент в России и за рубежом. – 2001. – № 4. – С. 3-24.
Гузь Н.Г. Моделирование потребительской ценности в коммуникативном маркетинге // Экономическая кибернетика. – 2001. – № 1-2. – С. 90-100.
