The Development of Customer Lifetime Value Model

• Main Authors: Mei-Fang Wei, 魏美芳
• Other Authors: Yu-Chao Chou
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/92146254098849281888

碩士 === 輔仁大學 === 管理學研究所 === 91 === As the tiny benefit time is approaching, business enterprise is facing more severe competition. More industries adhere product centric strategy by, providing low cost, high quality, and diversified products. At the same time, customer centric has been more valued. More business enterprises are considering their customers as value assets while providing the superior quality the product. The trend is not only emphasizing the " keep on acquiring", but also pursuing the " permanence own". Recently, the Customer Relationship Management (CRM) and related theories, such as one-to-one marketing and the database marketing, are all under studied extensively. The purpose of this study is to construct a decision model for Customer Lifetime Value (CLV) by exploring and maintaining the most valued customers as well as extending the Supplier Relationship Management (SRM) The Grounded Theory is first applied to collect data for investing all factors relating to the customer lifetime value. The Analytic Hierarchy Process (AHP) then is used to construct the decision model that comprehensively considers factors qualitatively and quantitatively.