search query: @author Krafft, M. / total: 14
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| Author: | Reinartz, W. J. Krafft, M. |
| Title: | Überprüfung des Zusammenhangs von Kundenbindungsdauer und Kundenertragswert |
| Journal: | Zeitschrift für Betriebswirtschaft
2001 : NOV, VOL. 71:11, p. 1263-1281 |
| Index terms: | Consumer behaviour Customers Profitability |
| Language: | ger |
| Abstract: | The analysis of customer lifetime value is seeing a strongly increasing interest in the marketing community. This move is supported by the relationship marketing literature stating that firms benefit more from maintaining long-term customer relationships as compared to short-term customer relationships. The research objective of this study is to empirically investigate the nature of the association of the customer - firm relationship duration and customer profitability. |
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