The Uncertainty Theory assignment in the Customer Lifetime Valuation (CLV) for contractual settings with security intervals
DOI:
https://doi.org/10.46661/revmetodoscuanteconempresa.2070Keywords:
Valor del cliente, valor del consumidor, modelos del valor del cliente, intervalos de confianza, incertidumbre, customer lifetime value (CLV), customer lifetime valuation (CLV), customer lifetime value models (CLVM), security intervals, uncertaintyAbstract
The Customer Lifetime Value (CLV) concept has been highly purposed in many researches in the marketing area since long time ago. Almost all of them tend to be based on determinist or stochastic assumptions when measuring magnitudes or events which have to do with CLV estimates.
Often, the Customer Lifetime Valuation (CLV) involves magnitudes that link to the future by the running environment, its mutability and uncertainty, and this turn out the results to be too accurate. Kaufman and Gil Aluja (1986), who are the two most well known European investigators, have carried out researches into several operative management techniques, stood by the following statement “Most of our traditional tools for formal modelling, reasoning, and computing are crisp, deterministic and precise in character”. Then traditional modelling with precise data can not necessarily mean to be accurate.
In this study the authors will deal with some useful directions for uncertainty data, fuzzy data to stand out more accurate according to the reality. Two different Customer Lifetime Value (CLV) models with a least structured uncertainty theory tool will be introduced as well as security intervals that are connected to uncertain magnitudes in the CLV estimation.
Downloads
References
Alet-i-Vilaginés, J. (2004), Marketing Relacional: Cómo obtener clientes leales y rentables. Barcelona: Ediciones Gestión 2000.
Berger, P.D.; Nasr, N.I. (1998), Customer Lifetime Value: Marketing Models and Applications. Journal of Interactive Marketing 12, 17-30.
Berger, P.D.; Nasr, N.I. (2001), The allocation of promotion budget to maximize customer equity. OMEGA: The international Journal of Management Science 29, 49-61.
Blattberg, R.C.; Deighton, J. (1996), Manage Marketing by the Customer Equity Test. Harvard Business Review 74, 136-144.
Dwyer, R.F. (1997), Customer Lifetime Valuation to Support Marketing Decision Making. Journal of Direct Marketing 11, 6-15.
Gil-Aluja, J. (2002), La pretopología en la gestión de la incertidumbre, Discurso de Investidura como Doctor “Honoris Causa” por la Universidad de León. León: Secretariado de Publicaciones y Medios Audiovisuales.
Grönroos, C. (1994), From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing. Management Decision 32, 4-20.
Grönroos, C. (2004), The relationship marketing process: communication, interaction, dialogue, value. Journal of Business and Industrial Marketing 19, 99-113.
Gummesson, E. (1994), Making Relationship Marketing Operational. International Journal of Service Industry Management 5, 5-20.
Gummesson, E. (1996), Relationship marketing and imaginary organizations: a synthesis. European Journal of Marketing 30, 31-44.
Jain, D.; Singh, S.S. (2002), Customer Lifetime Value Research in Marketing: A review and future directions. Journal of Interactive Marketing 16, 34-46.
Kandampully, J.; Duddy, R. (1999), Relationship marketing: a concept beyond the primary relationship. Marketing Intelligence and Planning 17, 315-323.
Kaufmann, A.; Gil-Aluja, J. (1986), Introducción de la teoría de los subconjuntos borrosos a la gestión de las empresas. Santiago de Compostela: Editorial Milladoiro.
Kaufmann, A.; Gil-Aluja, J. (1987), Técnicas operativas de gestión para el tratamiento de la incertidumbre. Barcelona: Editorial Hispano Europea.
Kaufmann, A.; Gil-Aluja, J. (1990), Las matemáticas del azar y de la incertidumbre: Elementos básicos para su aplicación en economía. Madrid: Editorial Centro de Estudios Ramón Areces.
Morgan, R.M.; Hunt, S.D. (1994), The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing 58, 20-38.
Payne, A.; Holt, S. (2001), Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing. British Journal of Marketing 12, 159-182.
Pfeifer, P.E.; Carraway, R.L. (2000), Modeling Customer Relationships as Markov Chains. Journal of Interactive Marketing 14, 43-55.
Reichheld, F.F.; Sasser, W.E. (1990), Zero Defections: Quality Comes to Services. Harvard Business Review 68, 105-111.
Reichheld, F.F. (2002), El efecto lealtad: Crecimiento, Beneficios y Valor último. Barcelona: Editorial Ariel.
Reinartz, W.J.; Kumar, V. (2000), On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing. Journal of Marketing 64, 17-35.
Uncles, M.D.; Dowling, G.R.; Hammond, K. (2003), Customer loyalty and customer loyalty programs. Journal of Consumer Marketing 20, 294-316.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2007 Revista de Métodos Cuantitativos para la Economía y la Empresa
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Submission of manuscripts implies that the work described has not been published before (except in the form of an abstract or as part of thesis), that it is not under consideration for publication elsewhere and that, in case of acceptance, the authors agree to automatic transfer of the copyright to the Journal for its publication and dissemination. Authors retain the authors' right to use and share the article according to a personal or instutional use or scholarly sharing purposes; in addition, they retain patent, trademark and other intellectual property rights (including research data).
All the articles are published in the Journal under the Creative Commons license CC-BY-SA (Attribution-ShareAlike). It is allowed a commercial use of the work (always including the author attribution) and other derivative works, which must be released under the same license as the original work.
Up to Volume 21, this Journal has been licensing the articles under the Creative Commons license CC-BY-SA 3.0 ES. Starting from Volume 22, the Creative Commons license CC-BY-SA 4.0 is used.
