This Dissertation thesis deals with life-time value, that belongs to area of public relation management. Main part of the thesis focuses on model design of customer value quantification. Before the model was designed, three researches were performed. Two quantitative researches were focused on understanding of actual situation in the area of public relation management in the Czech Republic. This quantitative research provided information used in the model's design. Based on the research input model parameters were set. The proposed method of their processing was designed by using fuzzy logic. The final model provides customer valuation and their division into groups. Moreover, modifications that reflect needed practice are discussed within the model design. The proposed model is applied to real data at the end of the thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:249277 |
| Date | January 2011 |
| Creators | Souček, Martin |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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