Journal
JOURNAL OF SERVICE RESEARCH
Volume 9, Issue 2, Pages 139-155Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/1094670506293810
Keywords
customer lifetime value; customer equity; customer retention; probability models; persistence models
Categories
Ask authors/readers for more resources
As modern economies become predominantly servicebased, companies increasingly derive revenue from the creation and sustenance of long-term relationships with their customers. In such an environment, marketing serves the purpose of maximizing customer lifetime value (CLV) and customer equity, which is the sum of the lifetime values of the company's customers. This article If reviews a number of implementable CLV models that are useful for market segmentation and the allocation of marketing resources for acquisition, retention, and cross-selling. The authors review several empirical insights that were obtained from these models and conclude with an agenda of areas that are in need of further research.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available