A typology of customer lifetime values in buyer–seller relationships

Abstract

In the past, marketing researchers have proposed the use of simple net present value analyses to assess customer lifetime values (CLVs). However, simple net present values disregard two important aspects: (1) environmental risks affecting customer cash flows and (2) a firm's flexibility in reacting to these risks. Consequently, they are inappropriate for assessing CLVs in relationships, in which risks affect customer cash flows and suppliers are able to react. This paper suggests a typology of CLV models in accordance with the degree of environmental risk and the supplier's flexibility. The paper thus contributes to a more differentiated customer lifetime valuation and, consequently, to a more accurate basis for decision making in relationships. The use of real options analysis is recommended for relationships which are affected by environmental risks and in which suppliers are flexible. By applying real options analysis to customer lifetime valuation, the paper offers a new methodological approach, thus merging financial valuation methods with key marketing concepts.

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