Value-based marketing to the value of customer, company and the customer view for an application Bolu province

In the early years of marketing, it used to be defined as an exchange between two sides. Changing competitive conditions, environment and technology, understanding of marketing has changed. This changing mentality continues to develop by including consumer and industrial marketing concept in the sixties, profit social marketing concept in seventies, the concept of service marketing in the eighties, concept of relational marketing in nineties and value-oriented marketing concept of the last decade. In today's business environment, it has become mandatory to understand the needs and feelings of customer and how these changes affect them.The appreciation of the concepts of customer satisfaction and customer loyalty, intensely competitive environment, new technological developments have made companies customer-focused. In today's marketing mentality, concepts such as value management and value-oriented marketing emphasizes that value has two aspects and these aspects should be taken into consideration. First of these is creating value for companies by customers and the second is creating value for customers by companies.With this work, the concept of customer value, which becomes more and more important today, endeavored to be analyzed in two aspects. Firstly, it was tried to determine view of companies? on customer value by using qualitative research methods. Then perspectives of respondents on customer value and their changes according to demographic characteristics was tried to be determined by quantitative research methods.Research has been done in three parts to illustrate concepts and definitions used in the research. The first section has mentioned about the concept of marketing. The second section discusses on the concept of customer value and marketing of value. The results obtained in the research were interpreted in the final section. The survey is thought to be useful for companies to understand customer expectations, attracting new customers, holding old customers.The last section of the research comments and suggestions were made in accordance with the results from the research. The research is thought to be useful for companies to understand customer expectations, attracting new customers, their works on customer value approach for retention activities.KEY WORDS: Customer Value, Value Marketing, Customer Loyalty, Customer Satisfaction, Customer Commitment