From Customer Lifetime Value to Shareholder Value

Paul D. Berger · Naras V. Eechambadi · Morris George · Donald R. Lehmann · Ross Rizley · Rajkumar Venkatesan

126 citations0/0 files storedJournal of Service Research

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Customer churn and segmentation Customer Service Quality and Loyalty Corporate Governance and Management

Abstract

The authors propose a chain of effects framework for understanding how customer lifetime value (CLV) affects shareholder value (SHV). In the chain of effects framework, the authors propose that CLV serves as an intermediary in the relationship between firm actions and SHV. They also introduce the notion of the “prescient” value of CLV called CLV-P, which captures the impact on CLV from future modifications to a firm’s business model as well as competitive reactions. Finally, they identify econometric and data-related challenges in establishing the link, which suggest directions for future research.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden 1994Putting the Service-Profit Chain to Work 1998Market-Based Assets and Shareholder Value: A Framework for Analysis 1993Customer satisfaction, customer retention, and market share 2003Return on Marketing: Using Customer Equity to Focus Marketing Strategy 1996The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study 2004The Customer Relationship Management Process: Its Measurement and Impact on Performance

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