An empirical investigation of the factors affecting customer lifetime value

Purpose The main objective of this paper is to investigate the factors affecting customer lifetime value (CLV) for Internet service providers in Jordan, namely, technical quality, functional brand credibility, confidence benefits, special treatment satisfaction and commitment. Design/methodology/approach An online survey was conducted involving a sample 481 respondents. SPSS used analyse data test proposed relationships, while SmartPLS examine robustness our results. Findings Results showed that benefits credibility had significant positive impact on commitment, with appearing as most influential factor leading ultimately CLV. Furthermore, research reveals an insignificant relationship between quality satisfaction. Practical implications Services' seeking increase CLV need build strong sustainable relationships their customers. Originality/value This study incorporates set crucial management strategies could be universally applied enhance customers business performance. also first its kind Middle East, particularly Jordan.