EVALUATION OF CUSTOMER EQUITY

As business is becoming more oriented on the creation and realization of user value, the providing of satisfaction and loyalty of consumers and holding the clients become more important. The creation of consumer equity is a new approach in marketing strategy and it purports the replacement of product sale oriented conception with consumer relation oriented conception. According to consumer conception, the consumers are treated as company's main value and its provide companies with several benefits - it enables to ground the costs of different marketing motivators, to plan marketing activities more efficiently, to give an objective evaluation of company's efficiency. The authors of the article consequently consider such logically connected problems and the possibilities to solve them: satisfaction of the consumer, acquisition and retention of consumers and benefit to the company, consumer equity, its planning and management.