Publicado

2017-01-01

Does Customer Value-oriented Management Influence Financial Results? A Supplier's Perspective

¿INFLUYE LA GESTIÓN DEL VALOR DEL CLIENTE EN LOS RESULTADOS FINANCIEROS? LA PERSPECTIVA DE UN PROVEEDOR

A ADMINISTRAÇÃO DE CLIENTES ORIENTADA AO VALOR INFLUENCIA OS RESULTADOS FINANCEIROS? UMA PERSPECTIVA DO FORNECEDOR

DOI:

https://doi.org/10.15446/innovar.v26n63.60664

Palabras clave:

Customer Value-oriented Management, financial results, banking sector (en)
gestión orientada al valor del cliente, resultados financieros, sector bancario. (es)
Gestão orientada ao valor do cliente, resultados financeiros, setor bancário (pt)

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This research contributes with a theoretical and practical vision of the new perspective of Customer Value Management (CVM) and its business implications. In fact, the purpose is to test the influence of CVM on Financial Results through Market Share (MS), Gross Margin (CM) and Return on Equity (ROE). The approach used to test such influence was an empirical study with data from 107 sales executives at one of the largest banks in Chile. Results support the hypotheses that CVM would have a positive influence on retention rates as well as optimize the costs of acquiring clients and the income generated by customers. The study also establishes the influence CVM has on the financial results of the company. This paper expands existing research by examining the relationship between Customer Value-oriented Management and organizational results. To assess organizational results, relevant financial ratios that are useful when evaluating the financial performance of a company were used. Results also point that in order to maintain a good level of trust, companies need to achieve a good level of communication with their clients, which is particularly important since high CVM might be necessary for a firm to develop 27long-term relationships with customers and achieve sustainable sales growth.

Esta investigación contribuye con una visión teórica y práctica de la nueva perspectiva de la gestión del valor del cliente (CVM) y sus implicaciones en los negocios. De hecho, el propósito de este trabajo es probar la influencia de la CVM en los resultados financieros a través de la participación de mercado (MS), el margen bruto (CM) y el retorno sobre el capital (ROE). Para ello, el enfoque utilizado es un estudio empírico con datos de 107 ejecutivos de ventas de uno de los bancos más grandes de Chile. Los resultados apoyan la hipótesis de que el CVM tendría una influencia positiva en la tasa de retención, así como en la optimización de los costos de adquisición de clientes y los ingresos generados a partir de estos. Este trabajo además establece la influencia que tiene la CVM en los resultados financieros de la compañía. Para evaluar los resultados de la organización, se han seleccionado indicadores financieros relevantes en la evaluación del desempeño financiero de una empresa. Los resultados además señalan que para mantener un buen nivel de confianza las empresas necesitan alcanzar un buen nivel de comunicación con sus clientes, lo que es particularmente importante, en tanto un alto nivel de CVM podría ser un atributo necesario para el desarrollo de relaciones a largo plazo con los clientes y lograr un crecimiento sostenible de las ventas.

Esta pesquisa contribui com uma visão teórica e prática da nova perspectiva da gestão do valor do cliente (CVM) e seus envolvimentos nos negócios. De fato, o propósito deste trabalho é provar a influência da CVM nos resultados financeiros por meio da participação de mercado (MS), a margem bruta (CM) e o retorno sobre o capital (roe, todas as siglas em inglês). Para isso, o enfoque utilizado é um estudo empírico com dados de 107 executivos de vendas de um dos maiores bancos do Chile. Os resultados apoiam a hipótese de que o CVM teria uma influência positiva na taxa de retenção, bem como na otimização dos custos de aquisição de clientes e dos rendimentos gerados a partir destes. Este trabalho, além disso, estabelece a influência que a CVM tem nos resultados financeiros da companhia. Para avaliar os resultados da organização, selecionaram-se indicadores financeiros relevantes na avaliação do desempenho financeiro de uma empresa. Além disso, os resultados assinalam que para manter um bom nível de confiança, as empresas precisam atingir um bom nível de comunicação com seus clientes, o que é particularmente importante na medida em que um alto nível de CVM poderia ser um atributo necessário para o desenvolvimento de relações em longo prazo com os clientes e conseguir um crescimento sustentável das vendas.

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¿INFLUYE LA GESTIÓN DEL VALOR DEL CLIENTE EN LOS RESULTADOS FINANCIEROS? LA PERSPECTIVA DE UN PROVEEDOR. (2017). Innovar, 27(63), 29-42. https://doi.org/10.15446/innovar.v26n63.60664

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