Management of Customer Value A Methodological and Thematic Review Shukla Abhay1,*, Arun Bhosale Vivek1,**, Shukla Anurag1,***, Clinton J John James1,****, Mehendale Smita2,***** 1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India 2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International (Deemed University), Pune, Maharashtra, India *Corresponding Author E-mail: abhay.shukla2019@sims
**bhosale.vivek2019@sims.edu
***anurag.shukla2019@sims.edu
****john.james2019@sims.edu
*****smita.m@sims.edu
Online published on 2 June, 2018. Abstract Customer value is the most important aspect of making business strategy that can enhance profit margin and growth of the business. Many research have been done which showed that product does not carry the value but its customer perception of the product which decide if product has value or not. In this paper an attempt is made to identify the main methods and process to create and manage customer value by using system literature review. 35 papers were reviewed and provided 5 major themes for research named as managing customer value, customer value creation, perceived customer value, developing customer value and customer value feedback. The use of customer value, its scope, limitations and future of customer value with conclusion provided based on the research done on various theme included in the paper. Top Keywords Customer Value, Customer Value Management, Creation of Customer Value, Feedback Customer Value, Systematic Literature Review, Thematic Review, Methodological Review. Top |