The Effectiveness Of Communicating Customer Value

Abstract

The process of communicating customer value not only provides buyers with awareness of what products and services they can buy, but also of the benefits of the purchase for them. The communication process aims to create and strengthen attitudes among buyers, leading to a favorable reception of products (services) as well as a change of attitude from neutral to positive – creative. The results of the research on the effectiveness of selected aspects of the traditional process of communicating customer value are presented in this paper. Author presents the effectiveness of the traditional process of communication in Poland based on the conducted study. This analysis was carried out on selected Polish customers in 2012. Reflections contained in the paper do not have definite characteristics and should be treated as an opinion in the discussion.