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Customer Value Chain Analysis is a tool used to identify pertinent stakeholders, their role and relationship with each other, which helps the researcher to identify the requirements of the customers.It is a visual mapping tool, hence starts at the product/ service procurement stage. The customers are important due to the fact that they are the end users of the product or service.Since the grocery industry is one of the largest and important industries in the modern marketplace, the customer needs in a retail supply chain are constantly evolving. This helps in improving the performance, which includes analysing cost, availability of products and services, quality of the products and services. It is also essential to work towards an environment friendly business (Beckman & Rosenfield, 2008).Although, it is very similar to the Supply Value Chain, the Customer Value Chain focuses more on breaking down every step that constitutes to the customer satisfaction, which in turn helps in the customer relationship. This helps in designing a strategy to make the most of the existing customers as well as catering to the needs of the new customers. This includes, building good relations with the customers by providing them with good service and offering discounts for regular customers. This can result in customers recommending this particular small- scale business to others. This can have a positive effect on profitability (Kourouthanassis, Koukara, Lazaris&Thiveos, 2001).