Zdroje hodnotového a cenového vnímaní klientů velké banky

The masters' thesis introduces theoretical basis to value-based pricing and the process of price creation. It demonstrates the implementation of theory upon real business case identifying the sources of value and price perception of a big Czech bank. Moreover, the thesis describes, how customer perceives the value and price, what factors influence his perceptions, how to effectively measure these perceptions and how to create value-based pricing through segmentation and communication. Application chapter describes the identification process of sources of value and price perceptions by providing desk research, qualitative and quantitative market research - concretely in-depth interviews and derived importance of attributes method, which quantifies the strength of product and price drivers on customer's perception. The thesis makes a list of the most important "value for money" drivers of unnamed Czech bank, which struggles with clients' churn to direct banks. The thesis proposes solutions to stop this churn and to improve bank image on the market among both clients and non-clients.