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https://doi.org/10.21256/zhaw-1899| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Modelling customer lifetime value in contractual settings |
| Autor/-in: | Heitz, Christoph Dettling, Marcel Ruckstuhl, Andreas |
| DOI: | 10.21256/zhaw-1899 10.1504/IJSTM.2011.042595 |
| Erschienen in: | International Journal of Services Technology and Management |
| Band(Heft): | 16 |
| Heft: | 2 |
| Seite(n): | 172 |
| Seiten bis: | 190 |
| Erscheinungsdatum: | 2011 |
| Verlag / Hrsg. Institution: | Inderscience |
| ISSN: | 1460-6720 |
| Sprache: | Englisch |
| Schlagwörter: | Markov chain model; Direct marketing; Newspaper subscription; Customer dynamics |
| Fachgebiet (DDC): | 658.8: Marketingmanagement |
| Zusammenfassung: | Service provision is often governed by a contract (e.g., newspaper subscriptions, phone contracts, and credit agreements). Typically, such a contract includes rules that influence the dynamics of the customer in the marketplace. Typical examples are minimum contract durations, or fixed time instants for contract termination. The goal of these rules is to increase the future total profit gained from the customer, which is usually denoted with the term customer lifetime value (CLV). We analyse the problem of calculating the CLV under general contract structures. We show that classical Markov models for describing the customer dynamics are not appropriate and may lead to huge errors in the CLV. We propose a semi-Markov formulation which leads to substantially better results. We apply the framework to data of newspaper subscription. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/4429 |
| Volltext Version: | Publizierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | School of Engineering |
| Organisationseinheit: | Institut für Datenanalyse und Prozessdesign (IDP) |
| Enthalten in den Sammlungen: | Publikationen School of Engineering |
Dateien zu dieser Ressource:
| Datei | Beschreibung | Größe | Format | |
|---|---|---|---|---|
| 2011_Heitz_Modelling customer lifetime value_IJSTM.pdf | 567.84 kB | Adobe PDF |  Öffnen/Anzeigen |
Zur Langanzeige
Heitz, C., Dettling, M., & Ruckstuhl, A. (2011). Modelling customer lifetime value in contractual settings. International Journal of Services Technology and Management, 16(2), 172–190. https://doi.org/10.21256/zhaw-1899
Heitz, C., Dettling, M. and Ruckstuhl, A. (2011) ‘Modelling customer lifetime value in contractual settings’, International Journal of Services Technology and Management, 16(2), pp. 172–190. Available at: https://doi.org/10.21256/zhaw-1899.
C. Heitz, M. Dettling, and A. Ruckstuhl, “Modelling customer lifetime value in contractual settings,” International Journal of Services Technology and Management, vol. 16, no. 2, pp. 172–190, 2011, doi: 10.21256/zhaw-1899.
HEITZ, Christoph, Marcel DETTLING und Andreas RUCKSTUHL, 2011. Modelling customer lifetime value in contractual settings. International Journal of Services Technology and Management. 2011. Bd. 16, Nr. 2, S. 172–190. DOI 10.21256/zhaw-1899
Heitz, Christoph, Marcel Dettling, and Andreas Ruckstuhl. 2011. “Modelling Customer Lifetime Value in Contractual Settings.” International Journal of Services Technology and Management 16 (2): 172–90. https://doi.org/10.21256/zhaw-1899.
Heitz, Christoph, et al. “Modelling Customer Lifetime Value in Contractual Settings.” International Journal of Services Technology and Management, vol. 16, no. 2, 2011, pp. 172–90, https://doi.org/10.21256/zhaw-1899.
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