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Title:
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LINKING CUSTOMER JOURNEY TO CUSTOMER LIFETIME VALUE - TOWARDS A DEEPER UNDERSTANDING OF CUSTOMER VALUATION |
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Author(s):
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Gernot Moedritscher |
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ISBN:
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978-989-8704-46-7 |
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Editors:
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Piet Kommers, Tomayess Issa, Adriana Backx Noronha Viana, Theodora Issa and Pedro Isaías |
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Year:
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2022 |
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Edition:
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Single |
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Keywords:
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Customer Valuation, Customer Lifetime Value, Economic Value Added, Relationship Marketing, Customer Journey |
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Type:
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Full Paper |
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First Page:
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111 |
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Last Page:
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118 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Marketing has developed over time towards a comprehensive approach to relationship marketing and customer experience. Consequently, there has also been a common emphasis on the dual creation of firm and customer value since the late 1990s. Following the discussion and targeting an economic value added (EVA), the concept of the customer lifetime value (CLV) has emerged as one of the critical metrics to manage customer relationships and customer equity in many companies. Customer relationships are seen as the firm's assets |
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