Клиентска стойност
Costumer value

Summary/Abstract: As business organizations and scientific and academic thinking are constantly searching for adequate concepts and practical solutions to address current challenges facing business organizations. In this regard, customer value quickly gained popularity and became one of the dominant concepts in the academic literature and business practice. Despite this fact, surprising to many, but not to the team that developed the current publication, that there is no consensus on defining the concept of customer value, and there is no common, uniform definition for it. Even very often in the realization of scientific and practical studies related to customer value, no attempt is made for an explicit definition. It comes to the situation that customer value is one of the most commonly misinterpreted, misplaced and ambiguous notions in science and practice. The reasons for this are many and in this regard we seek to answer a number of research questions, the main ones being: What is customer value? Who, where, and how does it create customer value? In addition, we review the most commonly used metrics of client value.

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