CREATION OF THE CUSTOMER'S VALUE WITHIN THE VALUE NETWORK OF PRODUCTS DETERMINED FOR PRODUCTION CONSUMPTION

Formerly unique products and services nowadays quickly lose their natural differentiation and become more common for customers. Customers can be attracted and maintained only by an integrated offer of tangible and intangible products, which can provide customers with a substantially higher value than the competitors'. It is not efficient to identify, create, deliver and improve this offer only by the producers themselves, however, it is far more efficient to create it through cooperation and linking of all the value network elements, i.e. set of combined subjects and activities starting with the producer, to their direct customers, further customers and ending with the final consumers. The value network creation requires us to choose primarily all elements of the network, then to propose all activities leading to the increase of the value for customer and further to decide the responsibilities of the relevant elements to ensure the activities are covered, i.e. which activities are carried by particular chain elements or, as the case may be, if and how certain activities should be carried by all the elements together. Not only the preparing for or carrying out of business case activities are taken into account, but also the activities aiming at the improvement of relationships between the members of the product value chain/network, as they bring about the improvement of the offer to final consumers. The article summarized the results from qualitative researches, carried out in 2010 - 2011 in selected business units of chemical industry in the Czech Republic, focusing on definition of transaction and relationship value attributes for customers and ways of their improvement in value network of products for production consumption such as products of metallurgic and chemical industry.