Introduction.

SM1. Creating Customer Value,

Satisfaction, and Loyalty
What is Strategic Management?

Market Long
Competitive Advantage
Term
Success
Resources

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What is Strategic Management
Process?

• Process of Strategic Management Consequent

stages of analysis, which support strategic
decisions
• The strategic management, based on theories, increases
the chances of any company to get the competitive
advantage

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What is Strategic Management
Process?
Internal
Analysis

Strategic Implementing
Paragon Objective Decision Strategy

External
Analysis
Strategic
Analysis

Competitive
Advantage

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What is Strategic Paragon?

• The Paragon includes long term strategic

direction of the main impact of the company
• Mission and Philosophy

„Impressed customers, partners and officers

give us success.
Mission: Who looks for the best decision,
developes with Fill his future.
Credo: Fill your Future“

http://www.fill.co.at/start.php?sprache=eng&wWidth=4&wWidth=4

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What are Objectives?

• Specific specified results, subject of being

measured
• What to do to realize the paragon
• Make the evaluation through the realization of paragon

„We make our clients to be the best in their

branch.“
„Wie create the best workplaces in
Austria.“
„We are innovation leaders in our branch.“
„Fill grows into future with their own
possibilities.“

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What is Strategic Management?

• Strategic Management provides a

logical approach for developing and
positioning corporate and product
brands, and skillfully managing those
brand positions over time, dealing with
customer perceived and lifetime value

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What is Customer Perceived Value?

Customer perceived value is the

difference between the prospective
customer’s evaluation of all the benefits
and all the costs of an offering and the
perceived alternatives.

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Determinants of Customer Perceived Value

Image benefit
Personal benefit Total
customer
Services benefit benefit
Product benefit Customer
perceived
Monetary cost value

Time cost Total

customer
Energy cost cost
Psychological cost

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What is Customer Perceived Value?

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Steps in a Customer Value Analysis

• Identify major attributes and benefits that customers value

Step 1

• Assess the qualitative importance of different attributes

Step 2 and benefits

• Assess the company’s and competitor’s performances on

Step 3 the different customer values against rated importance

• Examine ratings of specific segments

Step 4

• Monitor customer values over time

Step 5

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What is Loyalty?

Loyalty is a deeply held commitment to

re-buy or re-patronize a preferred
product or service in the future despite
situational influences and marketing
efforts having the potential to cause
switching behavior.

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