Engaging in customer citizenship behaviours to predict customer lifetime value

The aim of this study is to analyse the research gap relationship between customer citizenship behaviour (CCB) and lifetime value (CLV) in engagement framework (CE). We discuss how marketing analytics gains information from digital environment related data, metrics, online aspects predict business performance through motivational drivers engagement. divide an entire data sample (306 observations) telecom service customers using prediction-oriented segmentation test hypothesis evaluate predictive quality our second-order partial least squares (PLS) model. Results show that brand attitude–attachment, social value, benevolence are precursors these voluntary, discretionary, extra-role behaviours called CCBs, intentional loyalty plays essential mediating role achieving future financial firm (CLV). This analyses a theoretical empirical perspective impact formation on value.