Email this article 
Hide
Show all
Original Research
A marketing view of the customer value: Customer lifetime value and customer equity
Submitted: 13 April 2018 | Published: 31 December 2013
About the author(s)
A. M. Estrella-Ramón, Department of Management and Business Administration, University of Almeria, International Campus of Excellence in Agrifood, SpainM. Sánchez-Pérez, Department of Management and Business Administration, University of Almeria, International Campus of Excellence in Agrifood, Spain
G. Swinnen, Faculty of Business Economics, University of Hasselt Campus Diepenbeek, Agoralaan, Belgium
K. VanHoof, Faculty of Business Economics, University of Hasselt Campus Diepenbeek, Agoralaan, Belgium
Full Text:
PDF (404KB)Abstract
Throughout this research the customer valuation trend in marketing is going to be reviewed, emphasizing Customer Lifetime Value and Customer Equity measures. The main theoretical contributions in the development and evolution of the Customer Lifetime Value concept are analysed. Customer Lifetime Value is also differentiated from Customer Equity and Customer Profitability analysis to estimate customer value in terms of firm profitability. Customer Lifetime Value and Customer Equity concepts are formally defined. Additionally, a classification of a set of published researches into Customer Lifetime Value and/or Customer Equity is developed. This classification has been posited according to several criteria that serves as a guide to key requirements for developing these types of models. Finally,
several conclusions, suggestions and future research streams are highlighted.
Keywords
Metrics
Total abstract views: 4902Total article views: 3531
Crossref Citations
1. Performance-Oriented Contracting—A Review
Nickson Herbert Odongo, Doping Wang
IEEE Engineering Management Review vol: 47 issue: 3 first page: 135 year: 2019
doi: 10.1109/EMR.2019.2924203
2. From data acquisition to validation: a complete workflow for predicting individual customer lifetime value
Dongyun Nie, Michael Scriney, Xiaoning Liang, Mark Roantree
Journal of Marketing Analytics vol: 12 issue: 2 first page: 321 year: 2024
doi: 10.1057/s41270-022-00197-0
3. Predictive Performance of Customer Lifetime Value Models in E-Commerce and the Use of Non-Financial Data
Pavel Jasek, Lenka Vrana, Lucie Sperkova, Zdenek Smutny, Marek Kobulsky
Prague Economic Papers vol: 28 issue: 6 first page: 648 year: 2019
doi: 10.18267/j.pep.714
4. Understanding Customer Value in Technology-Enabled Services: A Numerical Taxonomy Based on Usage and Utility
Min Kyung Lee, Rohit Verma, Aleda Roth
Service Science vol: 7 issue: 3 first page: 227 year: 2015
doi: 10.1287/serv.2015.0105
5. The role and importance of value-based segmentation on the cohort of millennials: Case study Serbia
Tatjana Mamula-Nikolić, Nenad Perić, Stefan Alimpić
Marketing vol: 52 issue: 1 first page: 43 year: 2021
doi: 10.5937/markt2101043M
6. COMPARATIVE ANALYSIS OF SELECTED PROBABILISTIC CUSTOMER LIFETIME VALUE MODELS IN ONLINE SHOPPING
Pavel Jasek, Lenka Vrana, Lucie Sperkova, Zdenek Smutny, Marek Kobulsky
Journal of Business Economics and Management vol: 20 issue: 3 first page: 398 year: 2019
doi: 10.3846/jbem.2019.9597
7. Measuring Customer Equity in Noncontractual Settings Using a Diffusion Model: An Empirical Study of Mobile Payments Aggregator
Wei Xue, Yinglu Sun, Subir Bandyopadhyay, Dong Cheng
Journal of Theoretical and Applied Electronic Commerce Research vol: 16 issue: 3 first page: 409 year: 2020
doi: 10.3390/jtaer16030026
8. Research on customer lifetime value based on machine learning algorithms and customer relationship management analysis model
Yuechi Sun, Haiyan Liu, Yu Gao
Heliyon vol: 9 issue: 2 first page: e13384 year: 2023
doi: 10.1016/j.heliyon.2023.e13384