Uncovering Executive Prioritization: Evaluating Customer Value Propositions with the Pairwise Comparison Method
作者： Mika Yrjölä
关键词: Customer equity 、 Customer lifetime value 、 Knowledge management 、 Customer intelligence 、 Customer value proposition 、 Customer advocacy 、 Business value 、 Marketing 、 Computer science 、 Customer retention 、 Voice of the customer
摘要: Creating customer value is a managerial priority. The role of executives to choose what type(s) propose customers in the form proposition (CVP). decision complex one, because have compare and weigh concrete, measurable elements alongside abstract, subjective ones. purpose this paper identify themes relating use pairwise comparison method (PCM) as tool for prioritizing dimensions from perspective retail executives. As result, first highlights examples PCM outputs, second, identifies four that capture executive views PCM.
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