How Companies Deliver Customer Value - Literature review Example

Including this introduction, which is Part One, the paper has four parts.  Part Two is on the concept of customer value and its relevance and importance to the general business environment and the specific business, and how business organizations generate value from the management of their supply chains.  This includes a literature review on value chains, strategic analyses techniques, and supply chain management.  This part concludes with an actual example of a private business organization that delivers customer value from managing its supply chain, the challenges it faces, and how the organization meets those challenges.

Part Three is on the concept of customer relationship management and how this is used by organizations to deliver customer value.  The literature review includes a discussion of service quality concepts, the measurement of service quality, the development of customer retention strategies in organizations, and how organizations invest in information technology and systems to improve customer relationships.  This part concludes with an actual example of how a business organization delivers customer value by managing its relationships with customers.

Part Four is a brief summary of the key points in the paper and shows how business organizations deliver customer value by actually managing its supply chains and its relationships with customers.  The bibliography indicates the sources used and cited in preparing this paper. A business exists to supply a product or service to customers or clients in exchange for money or other forms of payment.  The business transaction involves coming up with a product or service and selling this to the customer, also known as the “market”, a place or location, present since ancient times in every town or city where goods (foodstuff, clothes, shoes, etc.) were bought and sold.

  The term “market” has evolved in modern times into an important concept that gives meaning to the existence of a business (Schiffman & Kanuk, 2004). Thus, one of the most important activities of a business organization is “marketing”, which has become one of the most persistent conceptual problems of every business (Angelmar & Pinson, 1975, pp. 208-214).  Marketing has gone through many definitions, and for many years has been defined as the “process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals”.

  This takes into account almost everyone, from the business that sells a product or service, its delivery channels, and all the way to the customer or the client.