Customer Lifetime Value: Empirical Generalizations and Some Conceptual Questions

Robert C. Blattberg, Edward C. Malthouse and Scott A. Neslin

Journal of Interactive Marketing, 2009, vol. 23, issue 2, 157-168

Abstract: From the extant literature on Customer Lifetime Value (CLV), we identify four empirical generalizations (well-defined, consistent effects found by at least three different sets of authors): customer satisfaction, marketing efforts, cross-buying and multichannel purchasing all have positive relationships with CLV. The frequency and monetary value of previous purchases generally have a positive effect on CLV, although there are some contradictory findings in this regard. We identify additional issues that have received limited attention in the literature, but require further empirical study: the effects of pricing, earned rewards and promotions on CLV, managing a sequence of contacts to maximize response rates and CLV, and whether CLV can be forecasted sufficiently accurately. We also discuss additional conceptual issues that merit further research.

Keywords: Customer lifetime value; Empirical generalizations; Customer equity (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:23:y:2009:i:2:p:157-168

DOI: 10.1016/j.intmar.2009.02.005

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