THE RELATIONAL CONTEXT OF CREATING CUSTOMER PORTFOLIO ANALYSES

Abstract

Over the past two decades customer relationship management has emerged as a key domain in marketing research and practice. In this context customer relationship portfolio thinking has become highly topical. The customer portfolio analysis, as a management tool, enables the company taking proper decisions about the kind of relationships that should be created by the firm. Because firms have only limited amount of resources to use on their customers, it does not seem rational to treat and develop all relationships in the same way. Instead firms should differentiate the allocation in relation to the value of relationship. This way they can assure long-term performance and lasting competitive advantage. The main aim of the present article is to shed light on the concept of customer relationships portfolio analysis - its importance and dimensions stated in the literature. The author intended to broaden the current understanding of customer portfolio analysis.