خلاصة:
Customer Lifetime Value (CLV) is the core concept of relationship marketing and isincreasingly addressed in scholarly and business articles. However, there is a big gap in the literature to make CLV thoroughly applicable in business. This paper aims to illuminate the trend of CLV by critical analysis of the literature. For this purpose, after revealing the scoping map of the research area, CLV concepts, the proposed mathematical models besides its techniques and mentioned categorization, its application, and its limitations are investigated. The research exposes the need to a comprehensive model for increasing the applicability of CLV. In addition, the scoping map illuminates the need for more research in the area of implementation and validation.
ملخص الجهاز:
"41-59 Customer Lifetime Value: Literature Scoping Map, and an Agenda for Future Research Neda Abdolvand* , Amir Albadvi**, Hamidreza Koosha*** Abstract Customer Lifetime Value (CLV) is the core concept of relationship marketing and isincreasingly addressed in scholarly and business articles.
For this purpose, after revealing the scoping map of the research area, CLV concepts, the proposed mathematical models besides its techniques and mentioned categorization, its application, and its limitations are investigated.
Customer Lifetime Value; CRM; Valuation; Customer retention; Relationship marketing *Aisstant Professor, Department of Management, Faculty of Economics & Social Science, Alzahra University.
, 2006) (Villanueva & Hanssens, 2007) The sum of the revenues gained from company’s customers over the lifetime of transactions after The deduction of the total cost of attracting, selling, and servicing customers, taking into account The time value of money P.
5 ((Dwyer, 1997)) The customer’s present value of the expected benefits less the burdens (Berger & Nasr, 1998) Value of projected the net cash flow that the firm expects to receive from the customer over time.
167 (Lenskold, 2002) The net present value of profit from the stream of customer transaction resulting from the investment (Peppers & Rogers, 2005) (Venkatesan et al.
Furthermore, several researches consider CLV and customer equity (CE) as being equal: Jain and Singh (2002), Berger & Nasr (1998), Hwang et al.
According to Jain & Singh (2002), all proposed models for calculating CLV have some limitations, which originate from restrictions on cash flow from a customer, timing of cash flow, business restrictions, restriction on source of data, and/or so on."