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| Author: | Ryals, L.J. Knox, S. |
| Title: | Measuring risk-adjusted customer lifetime value and its impact on relationship marketing strategies and shareholder value |
| Journal: | European Journal of Marketing
2005 : VOL 39:5-6, p. 456-472 |
| Index terms: | Relationship marketing Strategy Customers Value analysis Financial services Case studies |
| Language: | eng |
| Abstract: | This paper argues instead for customer lifetime value (CLTV), which is termed the economic value (EV) of a customer, as the means for marketing (here as: m-ting.) to assess both customer profitability and shareholder value (here as: sh-v.) gains. It is reported on the empirical measurement of EV of customers through a collaborative case study analysis of business-to-business relationships (here as: r-ship./r-ships) in the financial service industry. One direct consequence of measuring this risk and the EV of key account customers was a customer portfolio review leading to changes in their r-ship. m-ting. strategies and improvements in sh-v. for the firm. |
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