Activity– level as a link between customer retention and consumer lifetime value

Document Type: Research Paper

Authors

1 Assistant Professor, Management Department, Faculty of Social Science and Economics, Alzahra University, Iran

2 Industrial Engineering Department, Islamic Azad University-Tehran North Branch

3 Faculty of Engineering, Tarbiat Modares University, Iran

Abstract

Customer activity has received more attention due to the increase of social network applications. Moreover, customer activity could be an answer to the research debate about the significant relationship between retention rate and lifetime profitability of customers. Several researchers believe that an increase in the retention rate of customers may enhance their customer lifetime value (CLV), or their lifetime profitability. Other researchers believe that this relationship does not exist or is not significant, and retention rate alone cannot adequately explain lifetime value. This study aims to tackle this challenge and empirically examines the relationship between retention rate and CLV. Moreover, it investigates whether the activity level of customers increases the relationship between retention rate and CLV. This research has been empirically verified in the banking industry; and various techniques including analytic hierarchy process (AHP), mathematical models, and statistical techniques have been used. The empirical results reveal an exponential correlation between the combination of activity level and retention rate with CLV.

Keywords

Main Subjects


Article Title [Persian]

سطح فعالیت به‌ منزلة واسط بین نگه‌داشت مشتری و ارزش عمر مشتری

Authors [Persian]

  • ندا عبدالوند 1
  • وحید براداران 2
  • امیر البدوی 3
1 دانشکدة علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
2 دانشکدة مهندسی صنایع، دانشگاه آزاد اسلامی- واحد تهران شمال، تهران، ایران
3 دانشکدة مهندسی، دانشگاه تربیت مدرس، تهران، ایران
Abstract [Persian]

با گسترش کاربردهای شبکه‌های اجتماعی دربارة فعالیت مشتری‌محور مطالعات بیشتری شده است. فعالیت مشتری پاسخی است به برخی بحث‌ها در زمینة ارتباط شاخص بین نرخ نگهداری و سودآوری تمام عمر مشتری. برخی پژوهشگران باور دارند که افزایش نرخ نگهداری مشتریان به افزایش ارزش عمر مشتریان (CLV) می‌انجامد. برخی پژوهشگران دیگر باور دارند که این رابطه وجود ندارد یا در صورت وجود هم شاخص نیست و نرخ نگهداری مشتری به تنهایی مبنای ارزش عمر مشتری نیست. این مطالعه، چالش‌های مطرح‌شده را هدف قرار داده است و به صورت تجربی رابطة بین نرخ نگهداری و CLV را بررسی می‌کند. همچنین، بررسی می‌کند که آیا سطح فعالیت مشتری، ارتباط بین نرخ نگهداری و CLV را افزایش می‌دهد. هدف این پژوهش به‌صورت تجربی در صنعت بانکداری با استفاده از تکنیک‌های مختلفی شامل تحلیل سلسله‌مراتبی، مدل‌های ریاضی و تکنیک‌های آماری بررسی و آزموده شده است. نتایج آزمون رابطة نمایی بین ترکیب سطح فعالیت و نرخ نگهداری مشتری با CLV را آشکار می‌کند.

Keywords [Persian]

  • ارزش عمر مشتریان (CLV)
  • بازاریابی رابطه‌مند
  • سطح فعالیت مشتری
  • نرخ نگهداری مشتریان
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