Customer lifetime value research in marketing: A review and future directions
Customer lifetime value research in marketing: A review and future directions
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DOI：
10.1002/dir.10032
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发表时间：
2002-02
影响因子：
11.8
通讯作者：
D. Jain;Siddharth S. Singh
中科院分区：
文献类型：
--
作者：
D. Jain;Siddharth S. Singh
As we go through the information revolution, new marketing areas and issues are emerging that warrant in-depth research. New problems present themselves to investigation and old problems can be analyzed in better ways due to the availability of better data. Customer lifetime value (CLV) analysis is one such area in marketing that benefits from this new development. The notion of the lifetime value of a customer has been well accepted by both researchers and business practitioners. It is normally believed that long-lifetime customers are more profitable to a firm. Reichheld and Teal (1996) attributed the increase in profits from loyal customers to the price premium paid by loyal customers, the added profits from sales through referrals, profit from cost savings obtained by serving an old customer, and revenue growth from a loyal customer due to increase in sales to that customer. These can be considered as a summary of the commonly held reasons for increase in profitability from long-lifetime customers. For companies with a presence on the World Wide Web, Reichheld and Schefter (2000) noted that the general pattern of early losses followed by rising profits from an acquired and retained
