The Path of Effects from Customer Value and Satisfaction to Customer Lifetime Value – Evidence from Banking Industry in Taiwan
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چکیده
The purpose of this study is to test s structural equation model which aims to explore the extent to which customer lifetime value (CLV) is impacted by customer perceptions of value, satisfaction, and loyalty. A series of examinations revealed that (1) customer value (CV) impacts customer satisfaction and loyalty directly and positively; (2) customer satisfaction is directly and positively related to customer loyalty; (3) the link between customer loyalty and CLV is positive and direct; (4) the positive and significant between CV and CLV can be mediated by customer satisfaction and loyalty. Therefore, banks should enhance the improvement of CV to meet their customers’ needs and wants. It is expected that organisations can utilise this research model as a diagnostic tool to identify areas where specific improvements are needed and to ascertain aspects of the firm’s customer relationship management practice that require work so to conduct customer relationship management (CRM) more effectively.
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