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Abdolvand, Neda, Baradaran, Vahid, Albadvi, Amir. (1394). Activity– level as a link between customer retention and consumer lifetime value. , 8(4), 567-587. doi: 10.22059/ijms.2015.55002
Neda Abdolvand; Vahid Baradaran; Amir Albadvi. "Activity– level as a link between customer retention and consumer lifetime value". , 8, 4, 1394, 567-587. doi: 10.22059/ijms.2015.55002
Abdolvand, Neda, Baradaran, Vahid, Albadvi, Amir. (1394). 'Activity– level as a link between customer retention and consumer lifetime value', , 8(4), pp. 567-587. doi: 10.22059/ijms.2015.55002
Abdolvand, Neda, Baradaran, Vahid, Albadvi, Amir. Activity– level as a link between customer retention and consumer lifetime value. , 1394; 8(4): 567-587. doi: 10.22059/ijms.2015.55002

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

Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)
مقاله 4، دوره 8، شماره 4، دی 2015، صفحه 567-587    اصل مقاله (325.97 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2015.55002
نویسندگان
Neda Abdolvand* 1؛ Vahid Baradaran2؛ Amir Albadvi3
1Assistant Professor, Management Department, Faculty of Social Science and Economics, Alzahra University, Iran
2Industrial Engineering Department, Islamic Azad University-Tehran North Branch
3Faculty of Engineering, Tarbiat Modares University, Iran
چکیده
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.
کلیدواژه‌ها
customer activity؛ Customer Lifetime Value (CLV)؛ customer retention؛ Relationship marketing
عنوان مقاله [English]
سطح فعالیت به‌ منزلة واسط بین نگه‌داشت مشتری و ارزش عمر مشتری
نویسندگان [English]
ندا عبدالوند1؛ وحید براداران2؛ امیر البدوی3
1دانشکدة علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
2دانشکدة مهندسی صنایع، دانشگاه آزاد اسلامی- واحد تهران شمال، تهران، ایران
3دانشکدة مهندسی، دانشگاه تربیت مدرس، تهران، ایران
چکیده [English]
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.
کلیدواژه‌ها [English]
ارزش عمر مشتریان (CLV), بازاریابی رابطه‌مند, سطح فعالیت مشتری, نرخ نگهداری مشتریان
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