Marketing - Customer Lifecycle Management

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Marketing - Customer Lifetime Value

Incorporating Satisfaction into Customer Value Analysis: Optimal Investment in Lifetime Value

This paper extends the model of customer lifetime value to include satisfaction. Customer purchases are modeled as Poisson events and their rates of occurrence depend on the satisfaction of the most recent purchase encounter. Customers purchase at a higher rate when they are satisfied than when they are dissatisfied. pdf

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Status: 05. Januar 2010