Zavalii T. Value-based management of customer capital of the enterprise

The thesis is devoted to the development of the system of value-based management of customer capital of an enterprise using of a balanced scorecard. The main contribution to the emergence and formation of value-based management has been made by the practice of world-known consulting companies. The ambiguous interpretation of bases of value-based management in the post-Soviet space has been explained by its foreign background and the peculiarities of the translation of the term «value». The theoretical foundations of customer capital of the enterprise have been researched, developed, and improved by distinguishing English versions of the names of capital created through relationships and connections with customers of the enterprise (relational capital, customer capital, customer equity), by the author’s approach to defining such terms as «customer capital», «customer resource», by the structural view of the customer capital system, consisting of resources, measures, and effects, and by the author’s approach to the customer capital management system of the enterprise. The discrepancy of the data of the accounting system as the main information source at the enterprise and the needs of value-based management of customer capital has been substantiated. The use of integrated reports, partially solves the issue of lack of information about customer capital in the financial statements, due to their focus on strengthening accountability and responsibility for intellectual, reputation, and social capital, has been provided. Based on the analysis of integrated reports of Ukrainian enterprises, the most common issues characterizing the company's relations with customers (compliance with the principle of customer orientation; rating positions of the company; the presence of feedback from customers; activities aimed at customer participation or attention) have been established. To improve information support, a separate section on customer capital in the integrated reporting or management report (divided into two blocks – financial and non-financial) has been proposed. As in the foreign countries, the creation of an independent evaluation system that provides for the compilation of customer satisfaction indices based on objective and independent external statistical observations on the level of customer satisfaction has been proposed.