Tekijä: | Reinartz, W. J. Krafft, M. |
Otsikko: | Überprüfung des Zusammenhangs von Kundenbindungsdauer und Kundenertragswert |
Lehti: | Zeitschrift für Betriebswirtschaft
2001 : NOV, VOL. 71:11, p. 1263-1281 |
Asiasana: | Consumer behaviour Customers Profitability |
Kieli: | ger |
Tiivistelmä: | 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. |
SCIMA