The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research

نویسندگان

  • Ruth N. Bolton
  • Katherine N. Lemon
  • Peter C. Verhoef
چکیده

Most research in customer asset management has focused on specific aspects of the value of the customer to the company. The purpose of this article is to propose an integrated framework, called CUSAMS (customer asset management of services), that enables service organizations (1) to make a comprehensive assessment of the value of their customer assets and (2) to understand the influence of marketing instruments on them. The foundation of the CUSAMS framework is a careful specification of key customer behaviors that reflect the length, depth, and breadth of the customer–service organization relationship: duration, usage, and cross-buying. This framework is the starting point for a set of propositions regarding how marketing instruments influence customer behavior within the relationship, thereby influencing the value of the customer asset. The framework and propositions provide the impetus for a research agenda that identifies critical issues in customer asset management.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

A Theoretical Framework for Several Antecedents of Shared Leadership in Corporate Board Contexts

Due to the gap in understanding board leadership and specifically, board shared leadership, this article aims at proposing some antecedents of the emergence of board shared leadership. This article incorporates three bodies of literature: Team effectiveness, team leadership, and board management. Based on integrating several theoretical perspectives, nine propositions are developed in relation ...

متن کامل

A Value Proposition Development Framework for Industrial Service

Value proposition is a key concept in the research on service and in the practice of service management. Value propositions are described as tools to communicate and motivate a joint value creation opportunity among involved organizations and stakeholders. The future orientation and intangibility of service places value proposition as the key element of competitive service business. However, th...

متن کامل

Effect of Asset and Liability management on Liquidity risk of Iranian Banks

In financial markets, the main component of risk management is liquidity risk. Asset and Liability Management (ALM) strategy is concerned with managing all risks. Asset and liability management seeks to manage liquidity risk, which refers to both the liquidity of markets and which assets can be translated into cash. The liquidity is importantly affected by the management of banks’ balance sheet...

متن کامل

A hybrid BSC-DEMATEL- FIS approach for performance measurement in Food Industry

Organizational performance is a complex issue given that performance is a multifaceted phenomenon whose components may have distinct managerial priorities and may even be mutually inconsistent. Recently, the balanced scorecard approach (BSC), as an effective multi-criteria evaluation concept received much attention in organizational performance measurement. Although the BSC conceptual framework...

متن کامل

Customer Behavior Mining Framework (CBMF) using clustering and classification techniques

The present study proposes a Customer Behavior Mining Framework on the basis of data mining techniques in a telecom company. This framework takes into account the customers’ behavior patterns and predicts the way they may act in the future. Firstly, clustering technique is used to implement portfolio analysis and previous customers are divided based on socio-demographic features using k</em...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 2002