The concept of the lifetime value of a customer is well established in the theory and practice of database marketing. The lifetime value of a customer, defined to be the expected present value of the net cash flows from the firm’s relationship with the customer over his or her lifetime, is often used as an upper limit on spending to acquire the customer. If the expected cash flows from the rela...

The aim of this study is to analyse the research gap relationship between customer citizenship behaviour (CCB) and lifetime value (CLV) in engagement framework (CE). We discuss how marketing analytics gains information from digital environment related data, metrics, online aspects predict business performance through motivational drivers engagement. divide an entire data sample (306 observation...

the more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. also, the move towards a customer-centred approach to marketing, coupled with the increasing availability of customer transaction data, has led to an interest in understanding and estimating customer lifetime value (clv). there are several researches about the clv formulas and calculating...

Nowadays, marketing serves the purpose of maximizing customer lifetime value (CLV) and customer equity, which is the sum of the lifetime values of the company’s customers. But, CLV calculation encounters some difficulties which limit the usage of this technique. Nonetheless, companies looking for methods to know how to calculate their customers’ CLV. In this paper, fuzzy classification rules we...

Organizations have used Customer Lifetime Value (CLV) as an appropriate pattern to classify their customers. Data mining techniques have enabled organizations to analyze their customers’ behaviors more quantitatively. This research has been carried out to cluster customers based on factors of CLV model including length, recency, frequency, and monetary (LRFM) through data mining. Based on LRFM,...