measuring and predicting customer lifetime value in customer loyalty analysis: a knowledge management perspective (a case study on an e-retailer)

modern business organizations have appreciated the significance of having competitive advantage through the delivery of continuous improvement towards the customers, and being knowledge-oriented. indisputably, knowledge management (km) plays a key role in the success of customer relationship management (crm). in this regard, customer knowledge management (ckm) is a newly developed concept that deals with knowledge from customers rather than knowledge about customers. however, little research has been done on the application of ckm in e-business. in this paper, after an overview of the literature, an application of ckm in customer lifetime value (clv) measurement is studied in an e-retailer case where corporate image and reputation are taken into consideration.