engleski

Customer Value Management: An Overview and Research Agenda

Customer value management has become important in marketing practice and marketing science. In this article we provide an overview of the literature on customer value management. We specifically focus on literature exploring the determinants of customer retention, customer expansion and customer lifetime value. Our overview shows that some results are consistent throughout a number of studies and are hence more generalizable, such as that commitment can be considered as an important determinant of customer retention. However, our investigation also reveals some important research gaps. Based on this, a research agenda consisting of nine research areas is outlined. Important future research issues concern the relationship between brand- and customer value management, and the development of models for optimizing CLV.

Customer Value Management; Customer retention; Customer Lifetime Value; Customer Expansion; Multichannel Management

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