Central European Business Review 2025, 14(5):117-134 | DOI: 10.18267/j.cebr.400

Customer Value-Added as an Integral Component of HRM Strategy

Katarína Stachová ORCID...1, Zdenko Stacho ORCID...2
1 Alexander Dubček University of Trenčín, Faculty of Social and Economic Relations, Študentská 3, 911 50 Trenčín, Slovakia. Email: katarina.stachova@tnuni.sk
2 Alexander Dubček University of Trenčín, Faculty of Social and Economic Relations, Študentská 3, 911 50 Trenčín, Slovakia. Email: zdenko.stacho@tnuni.sk (corresponding author)

The focus on customer value-added (CVA) concepts in human resource management (HRM) is increasingly vital for maintaining competitiveness and sustainability in today's dynamic environment. This study evaluates the current implementation and future expectations of CVA in HRM within Central and Eastern European (CEE) countries, comparing these findings with practices in Western Europe (WE) and globally. The primary objective is to analyze the extent of CVA integration in HRM systems and assess the sustainable competitiveness of CEE enterprises. The study aims to understand the current state of CVA in HRM and its projected importance for sustainable business strategies. Data was collected through a survey conducted across the CEE region, involving 1107 company representatives. The survey assessed both the current application and future relevance of CVA concepts using a five-point scale. Analytical methods included non-parametric pairwise Wilcoxon tests, Mann-Whitney U tests, and Kruskal-Wallis ANOVA, supplemented by effect size metrics to evaluate significant findings. The study highlights the importance of adapting HRM practices to local conditions in CEE to achieve competitive performance levels comparable to WE. It also underscores the varying challenges and opportunities across different sectors, particularly in the context of technological and organizational adaptability. A nonparametric pairwise comparison of ratings of the CVA concept in HRM showed that respondents rated the expected state significantly more positively than the current state.
Implications for Central European audience: The presented research results in this paper will help businesses with the implementation of the CVA concept, focusing on increasing customer value throughout the entire human resource management. It will direct their attention to regular monitoring and evaluation of the level of CVA concept implementation and its impact on customer satisfaction and overall organizational performance. By adopting these steps, organizations can enhance their competitiveness and better adapt to a dynamic market.

Keywords: Customer value-added; Human Resource Management; Central and Eastern Europe; organizational competitiveness; sectoral analysis
JEL classification: J24, M12

Received: August 19, 2024; Revised: December 12, 2024; Accepted: January 30, 2025; Prepublished online: December 15, 2025; Published: December 18, 2025  Show citation

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Stachová, K., & Stacho, Z. (2025). Customer Value-Added as an Integral Component of HRM Strategy. Central European Business Review, 14(5), 117-134. doi: 10.18267/j.cebr.400
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