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THE PERMANENCE OF THE CLIENT UNDER UNCERTAIN ESTIMATIONS

A.M. Gil Lafuente and M.O. Hernández
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A.M. Gil Lafuente: University of Barcelona. Faculty of Economics. Department of Business Administration. Av. Diagonal 690, 08034 Barcelona, Spain
M.O. Hernández: Anáhuac University. Faculty of Economics and Business. Av. Universidad Anáhuac 46, Col Lomas Anáhuac. Huixquilucan, México

Fuzzy Economic Review, 2013, vol. XVIII, issue 2, 45-62

Abstract: Marketing has studied the permanence of a client within an enterprise because it is a key element in the study of the value (economic) of the client (CLV). The research that they have developed is based in deterministic or random models, which allowed estimating the permanence of the client, and the CLV. However, when it is not possible to apply these schemes for not having the panel data that this model requires, the period of time of a client with the enterprise is uncertain data. We consider that the value of the current work is to have an alternative way to estimate the period of time with subjective information proper of the theory of uncertainty. To achieve the above we propose, through a numerical example, a methodology that uses in its first phase the Fuzzy-Delphi method, with a group of experts, to accomplish an estimation of the lifetime period of the client within an enterprise, expressed as a trapezoidal fuzzy number, and to get a better consensus of the previous result, as a second phase, we submit such information to another group, different from the previous ones, obtaining a reduction of the size of the interval defined by the initial trapezoidal fuzzy number.

Keywords: customer value; customer permanence; delphi method; trapezoidal fuzzy numbers; uncertainty; experts (search for similar items in EconPapers)
JEL-codes: M20 M31 (search for similar items in EconPapers)
Date: 2013
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