ROLE OF LEARNING ORGANIZATION IN BUILDING CONSUMER CONFIDENCE

The proof of intellectual capital excellence is the current business practice that requires attention and focus on this kind of capital. The intellectual capital of an organization is the sum total of its human capital, structural capital and relational capital. These assets form a source of competitive advantage and distinguish the performance of one organization from the other. Having control on intellectual capital enables effective knowledge sharing, on the one hand and improvement of customer relationship on the other. The increase of knowledge and its relationship with the learning process is a very important for organization. It is widely accepted that organization which invest in the creation of new knowledge and increasing the intellectual capital through research and development activities or tend to do better than those that ride on the coat of knowledge created by others. The results of our research extend the understanding of the role of organizational learning in creating intellectual capital and building sustainable advantages for organization, where different concept of the customer confidence management in various stages of the customercapital life cycle may bring different implications for valuation of intellectual capital. This paper presents and describes customer capital of an organization as an element of market capital in the structure of the intellectual capital of modern organizations. For businesses it is very important to build confidence and customer loyalty. To be able to build on it, they have to gain the confidence of customer. By applying the principles of a learning organization tend businesses to continuous learning, acquisition and sharing of new knowledge that can be used for building confidence in individual stages of the life cycle of the customer.