THE IMPACT OF CUSTOMER VALUE PROPOSITION ON BUSINESS STRATEGIES
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THE IMPACT OF CUSTOMER VALUE PROPOSITION ON BUSINESS STRATEGIES
This study aimed to determine the impact of customer value proposition (CVP) on business strategies, with objectives to evaluate how CVP influences strategic planning, assess its effect on competitive positioning, and analyze its role in driving customer loyalty. A survey research design was employed to gather comprehensive data from a broad sample, providing robust insights. Using Taro Yamane’s formula, a sample size of 330 respondents was derived from the retail industry in Lagos. The reliability coefficient score for the survey was 0.87, indicating high reliability. Findings indicated that a strong CVP significantly enhances strategic planning, competitive positioning, and customer loyalty. Recommendations include developing clear and compelling CVPs and integrating them into business strategies to drive competitive advantage and customer loyalty.
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