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DOI:10.1509/jm.17.0208 - Corpus ID: 168900510
@article{Kumar2018ATO, title={A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation}, author={Vinay Kumar}, journal={Journal of Marketing}, year={2018}, volume={82}, pages={1 - 19}, url={https://api.semanticscholar.org/CorpusID:168900510}}- Vinay Kumar
- Published 1 January 2018
- Economics, Business
- Journal of Marketing
Customer value refers to the economic value of the customer's relationship with the firm. This study approaches the topic of customer value for measuring, managing, and maximizing customer contributions by proposing a customer valuation theory (CVT) based on economic principles that conceptualizes the generation of value from customers to firms. The author reviews the established economic theories for valuing investor assets (e.g., stocks) and draws a comparison to valuing customer…
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For identifying and selecting the most profitable customers in terms of the shareholder value, the Customer Lifetime Val-ue (CLV) gained broad attention in marketing literature. However, in this…
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Customers can interact with and create value for firms in a variety of ways. This article proposes that assessing the value of customers based solely upon their transactions with a firm may not be…
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