Das Modell des integrativen Customer Value als Steuerungsgröße des Kundencontrolling (English shop)

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Customer orientation is increasingly understood today as a central management challenge. In this context, companies pursue above all economically sustainable customer relationships. This objective is to be achieved through the supporting use of customer controlling.

Against this background, the present work examines the model of integrative customer value as a control variable of customer controlling, taking into account both the supplier’s and the customer’s perspective. Building on this, the interrelationships between the two perspectives are analysed and an attempt is made to combine them into an integrative customer value within a single model. Finally, various possibilities for application in practice are examined.