Consumer Valuation Model In The Context Of Relationship Marketing

The aim of this paper is to present a theoretical model of the establishment of the value created to an enterprise by consumers, which would allow a complex measuring of the benefit of the exchange of relationships based on the totality of the features significant to the exchange of relationships. The problem of an increasing concern about with the form of the relationship exchange in the theoretical and practical context of marketing calls for the need to identify the specific features of the relationship exchange, which create the value of exchange with the consumer for the company.