Strategic marketing

DEVELOPING STRATEGY FOR CUSTOMER VALUE CREATION TOWARDS A PROFESSIONAL SERVICES

Sitinor Wardatulaina Mohd Yusof Universitat Autonoma de Barcelona, Business Economics Department 08193 Bellaterra (Cerdanyola del Vallès), Barcelona, Spain Email: aina.aida@gmail.com

ABSTRACT Companies in business and industrial markets face high levels of competition in rapidly changing environments. This isgenerally due to the impact of globalization, maturity of business markets in most developed countries, the increased buying power of customers, the impact of information and communication technologies and mass customization. In order to bring stability to their operations, to respond quickly and flexibly to accelerating changes in technology, opposition and customer preferences, companies havetried to create new forms of organizations. This paper aims to enhance the benefit all organizations which recognize that customer focus is not only important for their business but also crucial to the success in integration of market orientation in order to achieve the customer value creation. Customer Value Creation (CVC) is a customer centric framework for helping companies chooses the bestopportunities for growth by optimizing the value creation between the enterprise and its customers. KEY WORD(S): value creation, customer value creation, market orientation, organizations

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INTRODUCTION

This study is about the issue of Customer Value Creation in relation to improve the strategy and how it relates market orientation. Successful organizations of the future will be those that canprovide goods and services to the customers who want it, where they want it and in the quantity and at the price they want it, thereby delighting rather than merely satisfying customers. Customer delight will lead to loyalty, which is one of the critical indicators used to measure the success of a sales and marketing strategy. In order to bring stability to their operations, to respond quicklyand flexibly to accelerating changes in technology, competition and customer preferences, companies have tried to create new forms of organizations (Homburg et al., 2000). These new organizational forms emphasizes partnerships and strategic alliances with both customers and suppliers, and focus on relationship building through repetitive, rather than single, sales transactions.

This research isconcerning to enhance the benefit all organizations which recognize that customer focus is not only important for their business but also crucial to the success in integration of market orientation in order to achieve the customer value creation. Customer Value Creation is a customer centric framework for helping companies chooses the best opportunities for growth by optimizing the value creationbetween the enterprise and its customers. Besides, this also to establish the importance of good coordination with the market orientation in order to achieve the customer value creation towards professional services. It aims to examine the research conducted to date the area of marketing and sales integration and provide guidance to help mix these functional areas better in professional marketingfirms. This moreover advantage from understanding the concept of internal customers and how this can deliver greater productivity and enhanced the creation of customer value. With the increased globalization of markets nowadays, competition among market players has become more severe. In this competitive market, one of the most important factors is the achievement of customer satisfaction andexcellence in service. Although the concept of customer satisfaction in customer-oriented management is not new, the relationship between customers and corporations has been changing almost daily. Customers are becoming the absolute entity for corporations as

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the final decision makers for business deals and repeat purchases of products. Then the point is why the customer keeps switches over...