Strategies for maximizing customer equity of low lifetime value customers

Journal of Relationship Marketing

Volumn 5, Issue 1, 2006, Pages 59-77

  Sharma, Arun ^a  

^a UNIVERSITY OF MIAMI   (United States)

Author keywords

CLV; CRM; CRM strategies; Customer equity; Customer lifetime value; Relationship equity

Indexed keywords

EID: 33746493329     PISSN: 15332667     EISSN: 15332675     Source Type: Journal    
DOI: 10.1300/J366v05n01_05     Document Type: Article

References (48)

1. Ampler, Tim (2002). "Comment: Customer Lifetime Values-Credible, or Utterly Incredible?" Journal of Targeting, Measurement and Analysis for Marketing, 10, 3 (March), 201-02.
2. Anderson, Erin, and Barton Weitz (1992). "The Use of Pledges to Build and Sustain Commitment in Distribution Channels," Journal of Marketing Research, Vol. 29, (February), pp. 18-34.
3. Anderson, Erin, and Sandy D. Jap (2005). "The Dark Side of Close Relationships," MIT Sloan Management Review, 46, 3, (Spring), 75-82.
4. Anderson, James C., and James A. Narus (2003). "Selectively Pursuing More of Your Customer's Business," MIT Sloan Management Review, 44, 3 (Spring). 42-49.
5. Bell, David, John Deighton, Werner J. Reinartz, Roland T. Rust, and Gordon Swartz (2002). "Seven Barriers to Customer Equity Management," Journal of Service Research, 5, 1 (August), 77-85.
6. Berger, Paul D., Ruth N. Bolton, Douglas Bowman, Elten Briggs, V. Kumar, A. Parasuraman, and Creed Terry (2002). "Marketing Actions and the Value of Customer Assets: A Framework for Customer Asset Management," Journal of Service Research, 5, 1 (August), 39-54.
7. Berner, Robert, and Brian Grow (2004). "Out-Discounting the Discounter," Business Week, May 10.
8. Blattberg, Robert C., and John Deighton (1996). "Manage Marketing by the Customer Equity Test," Harvard Business Review, July-August, 136-44.
9. Blattberg, Robert C., Gary Getz, and Jacquelyn Thomas (2001). Customer Equity, Boston: Harvard Business Press.
10. Bolton, Ruth N., Katherine N. Lemon, and Peter C. Verhoef (2004). "The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research," Journal of the Academy of Marketing Science, 32, 3 (Summer), 271-92.
11. Ganesan, Shankar (1994). "Determinants of Long Term Orientation in Buyer-Seller Relationships," Journal of Marketing, Vol. 58, pp. 1-19.
12. Girlin, Andrea (2005). "Buy Low, Buy High European Discounters and Luxury Merchants Are Thriving, but the Retailers in the Middle Are Getting Squashed," Time International, 166, 4 (January 24), 38.
13. Hamblen, Matt (2002). "Customer Acquisition Costs," Computerworld, August 21, http://www.computerworld.com/industrytopics/retail/story/ 0,10801,48712,00.html.
14. Hansotia, Behram (2004). "Customer Metrics and Organisational Alignment for Maximising Customer Equity," Journal of Database Marketing & Customer Strategy Management, 12, 1 (September). 9-20.
15. Hogan, John E., Katherine N. Lemon, and Roland T. Rust (2002). "Customer Equity Management: Charting New Directions for the Future of Marketing," Journal of Service Research, 5, 1 (August), 4-12.
16. Hogan, John E., Donald R. Lehmann, Maria Merino, Rajendra K. Srivastava, Jacquelyn S. Thomas, and Peter C. Verhoaf (2002). "Linking Customer Assets to Financial Performance," Journal of Service Research, 5, 1 (August), 26-38.
17. Hogan, John E., Katherine N. Lemon, and Barak Libai (2003). "What is the True Value of a Lost Customer?" Journal of Service Research, 5, 3 (February), 196-208.
18. Jain, Dipak, and Siddhartha S. Singh (2002). "Customer Lifetime Value Research in Marketing: A Review and Future Directions," Journal of Interactive Marketing, 16, 2, 34-46.
19. Johnson, Michael D., and Fred Selnes (2004). "Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships," Journal of Marketing, 68, 2 (April), 1-17.
20. Lemon, Katherine N., Roland T. Rust, and Valerie A. Zeithaml (2001). "What Drives Customer Equity," Marketing Management, 10, 1 (Spring), 20-25.
21. Lemon, Katherine N., Tiffany Barnett White, and Russell S. Winer (2002). "Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision," Journal of Marketing, 66, 1 (January), 1-14.
22. Libai, Barak, Das Narayandas, and Clive Humby (2002). "Toward an Individual Customer Profitability Model: A Segment-Based Approach," Journal of Service Research, 5, 1 (August), 69-76.
23. MacNeil, Ian R. (1980). The New Social Contract. Yale University Press, New Haven, CT.
24. Malthouse, Edward C., and Robert C. Blattberg (2005). "Can We Predict Customer Lifetime Value?" Journal of Interactive Marketing, 19, 1 (Winter), 2-16.
25. Palmatier, Robert W., and Srinath Gopalakrishna (2005). "Determining the Payoff from Relationship Marketing Programs," MSI Report number 05-001, Boston: Marketing Science Institute.
26. Pfeifer, Phillip E. (2005). "The Optimal Ratio of Acquisition and Retention Costs," Journal of Targeting, Measurement and Analysis for Marketing, 13, 2 (February), 179-88.
27. Pfeifer, Phillip E., Mark E. Haskins, and Robert M. Conroy (2005). "Customer Lifetime Value, Customer Profitability, and the Treatment of Acquisition Spending," Journal of Managerial Issues, 17, 1 (Spring), 11-25.
28. Potter, Dan (2004). "Confronting Low-End Competition," MIT Sloan Management Review, 45,4 (Summer), 73-78.
29. Reeves, Scott (2003). "Dollar General Finds Small Pays Off Big," Chicago Tribune, December 1.
30. Pitt, Leyland F., Michael T. Ewing, and Pierre Berthon (2000). "Turning Competitive Advantage Into Customer Equity," Business Horizons, 43, 5 (September/October), 11-18.
31. Reichheld, Frederick F., and Thomas Teal (1996). The Loyalty Effect, Boston: Harvard Business School Press.
32. Reichheld, Frederick F., and Phil Schefter (2000). "E-Loyalty: Your Secret Weapon on the Web," Harvard Business Review, 78, 4 (July-August), 105-113.
33. Reinartz, Werner J., and V. Kumar (2000). "On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing," Journal of Marketing, 64, 3 (October), 17-35.
34. Reinartz, Werner, Jacquelyn S. Thomas, and V. Kumar (2005). "Balancing Acquisition and Retention Resources to Maximize Customer Profitability," Journal of Marketing, 69, 1 (January), 63-79.
35. Rust, Roland T., Anthony J. Zahorik, and Timothy L. Keiningham (1995). "Return on Quality (ROQ): Making Service Quality Financially Accountable," Journal of Marketing, 59 (April), 58-70.
36. Rust, Roland T., Valerie A. Zeithaml, and Katherine N. Lemon (2000). Driving Customer Equity, New York: Free Press.
37. Rust, Roland T., Valerie A. Zeithaml, and Katherine N. Lemon (2004). "Customer-Centered Brand Management," Harvard Business Review, September, 110-18.
38. Rust, Roland T., Katherine N. Lemon, and Valerie A. Zeithaml (2004). "Return on Marketing: Using Customer Equity to Focus Marketing Strategy," Journal of Marketing, 68, 1, (January), 109-27.
39. Rust, Roland T., Katherine N. Lemon, and Das Narayandas (2005). Customer Equity Management, New York: Prentice Hall.
40. Thomas, Jacquelyn S. (2001). "A Methodology for Linking Customer Acquisition to Customer Retention," Journal of Marketing Research, 38, 2 (May), 262-8.
41. Thomas, Jacquelyn S., Robert C. Blattberg, and Edward J. Fox (2004). "Recapturing Lost Customers," Journal of Marketing Research, 41, 1 (February), 31-46.
42. Sheth, Jagdish N., Banwari Mittal, and Bruce Newman (1999). Customer Behavior, Dryden, p. 459.
43. Sheth, Jagdish N., Raj Sisodia, and Arun Sharma (2000). "The Antecedents and Consequences of Customer-Centric Marketing," Journal of the Academy of Marketing Science, 28, 1 (Winter), 55-66.
44. Vandermerwe, Sandra (2000). "How Increasing Value of Customers Improves Business Results," Sloan Management Review, 42, 1 (Fall), 27-38.
45. Venkatesan, Rajkumar, and V. Kumar (2004). "A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy," Journal of Marketing, 68, 4 (October), 106-25.
46. Zaheer, Akbar, Bill McEvily, and Vincenzo Perrone (1998). "Does Trust Matter? Exploring the Effects of Interorganizational and Interpersonal Trust on Performance," Organization Science, 9, 2, pp. 141-159.
47. Zeithaml, Valerie A., Roland T. Rust, and Katharine N. Lemon (2001). "The Customer Pyramid: Creating and Serving Profitable Customers," California Management Review, 43, 4 (Summer), 118-42.
48. Zucker, Lynne G. (1986). "The Production of Trust: Institutional Sources of Economic Structure, 1840-1920," In Research in Organizational Behavior, ed. B. Staw and L.L. Cummings. Greenwich, CT: JAI Press, pp. 53-111.