This article considers the impact of relationship marketing in the casino gaming industry. It illustrates how ‘customer lifetime value’ (LTV)—the estimated profitability of a customer over the course of his or her entire relationship with a company—can be uniquely and successfully applied to improve casino profitability. Findings indicate that increasing customer retention rates for prime custo...

Recommender systems are techniques that allow companies to develop one-to-one marketing strategies and provide support in connecting with customers for e-commerce. There exist various recommendation techniques, including collaborative filtering (CF), contentbased filtering, WRFM-based method, and hybrid methods. The CF method generally utilizes past purchasing preferences to determine recommend...

Software-as-a-Service providers have been growing fast while the contemporary research literature has neglected analysis of their business-critical marketing and sales processes. In this paper we collect the key factors characterizing how to market and sell SaaS to business customers into an eight dimensional model. We also use an explorative multi-case study to observe six SaaS providers and v...

Nowadays customers are increasingly connected and extensively interact with each other using technologyenabled media like online social networks. Hence, customers are frequently exposed to social influence when making purchase decisions. However, established approaches for customer valuation mostly neglect network effects based on social influence. This leads to a misallocation of resources. Fo...

The more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. CRM, a recent marketing paradigm, pursues long-term relationship with profitable customers. It can be a starting point of relationship management to understand and measure the true value of customers since marketing management as a whole is to be deployed toward the targeted customers and...

Customer churn, the loss of customers for a company, is one of the biggest loss of revenue for Verizon Wireless and other wireless telecommunications companies. Many companies use the lifetime value of a customer, the expected future cash flow from a particular customer, to determine long-term allocation of resources and human capital. As a result, the sudden defection of customers can greatly ...

Studying about the customer segmentation and begetting customer ranking plan diverts more attention in recent years. In this regard, this study tries on providing a methodology for segmenting customers based on their value driver parameters which extracted from transaction data and then ranks customers with regard to their customer lifetime value (CLV) score. Discovering hidden pattern between ...