THE CYCLE OF CUSTOMER VALUE: A MODEL INTEGRATING CUSTOMER AND FIRM PERSPECTIVES

Customer Relationship Investments, Value to the Customer, and Value to the Firm: Integrating Attributes and Benefits

A fundamental proposition in marketing strategy is that a customer relationship orientation is positively related to customer value and firm value. However, the mechanisms of this relationship have yet to be explored in detail, especially in service industries. Our paper addresses this issue by proposing a model that identifies important intermediate variables between customer relationship inve...

Reviewing customer value literature: Comparing and contrasting customer values perspectives

Purpose: The paper provides a comprehensive and up-to-date literature review of customer value concepts and distinguishes complex customer value from the various perspectives. It structures the themes and dimensions between the various approaches along the customer value main lines in the literature. Design/methodology/approach: The paper reviews current literature and illustrates different typ...

Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity

In information technology era, databases are known asone of the most valuable resources for organizations, especially usedin database marketing. Customer Equity is a key concept in DatabaseMarketing which integrates customer acquisition, retention and development.From the perspective of customer equity, customers are theprimary source of both current and future cash-flows. Customer equitymodels...

Customer Relationship Marketing: Customer-Centric Processes for Engendering Customer-Firm Bonds and Optimizing Long-Term Customer Value

Integrating Customer Value Considerations into Predictive Modeling

The success of prediction models for business purposes should not be measured by their accuracy only. Their evaluation should also take into account the higher importance of precise prediction for “valuable” customers. We illustrate this idea through the example of churn modeling in telecommunications, where it is obviously much more important to identify potential churn among valuable customer...