CUSTOMER LIFETIME VALUE AND CUSTOMER LOYALTY

Andreea Barbu () and Bogdan Tiganoaia ()
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Andreea Barbu: Politehnica University of Bucharest, Bucharest, Romania
Bogdan Tiganoaia: Politehnica University of Bucharest, Bucharest, Romania

Journal of Information Systems & Operations Management, 2018, vol. 12, issue 2, 303-311

Abstract: The goal of this paper is to highlight the value of the services and the customer lifetime value, focusing on the benefits of the customer lifetime value research study on determining some marketing strategies used in the services sector. This paper also presents a loyalty strategy using cards utilized by a cinema that applies a Customer Relationship Management program to determine the customer lifetime value in the three stages of the customer’s lifecycle.

Date: 2018
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http://www.rebe.rau.ro/RePEc/rau/jisomg/Wi18/JISOM-WI18-A07.pdf (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:rau:jisomg:v:12:y:2018:i:2:p:303-311

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