Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable

To know how marketing variables affect customer value is essential for a company in order to be market and customer oriented, and to improve investment efficiency in both attracting and retaining customers. Thus, the assessment of the influence of marketing variables in customer value is of prime im...

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Author: Pedreño Santos, Ana
Format: doctoral thesis
Publication Date:2017
Country:España
Institution:Universidad Complutense de Madrid (UCM)
Repository:Docta Complutense
Language:Spanish
OAI Identifier:oai:docta.ucm.es:20.500.14352/21607
Online Access:https://hdl.handle.net/20.500.14352/21607
Access Level:Open access
Keyword:658.8(043.2)
Marketing
5311.05 Marketing (Comercialización)
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spelling Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlableAnalysis of marketing variables that affect customer value. The termination tee commitment as a customer value variablePedreño Santos, Ana658.8(043.2)MarketingMarketing5311.05 Marketing (Comercialización)To know how marketing variables affect customer value is essential for a company in order to be market and customer oriented, and to improve investment efficiency in both attracting and retaining customers. Thus, the assessment of the influence of marketing variables in customer value is of prime importance. This is recognized in many empirical studies of these variables, which address the impact of a single variable (or sets of a few variables) on customer value. A comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task for researchers and marketing managers. This research proposes a theoretical model of customer value that takes into account all significant marketing variables that have been partially addressed in empirical investigations of other researchers. These marketing variables include brand and reputation, point of sale, employees, price, termination fee commitment, discounts, complementarity of products, experiences, emotions, perceived value, quality, satisfaction, switching costs, and loyalty. The model incorporates the relationship between each variable with retention and with customer value as well as the relationships between them. A special focus is placed on the empirical analysis of the termination fee commitment and its relationship with customer value. This variable is widely used in the telecommunication’s industry for its influence on customer retention from the moment of purchase. However, there is strikingly little research in this topic. A large customer database of a telecommunications company containing five years information about 63.165 customers is used for this purpose. Multivariate linear regression and ANOVA method are applied...Universidad Complutense de MadridBlasco López, FranciscaGarcía de Madariaga Miranda, JesúsUniversidad Complutense de Madrid20172017-01-1220172017-01-12doctoral thesishttp://purl.org/coar/resource_type/c_db06info:eu-repo/semantics/doctoralThesisapplication/pdfhttps://hdl.handle.net/20.500.14352/21607reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Españolspaopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/216072026-06-02T12:44:21Z
dc.title.none.fl_str_mv Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
Analysis of marketing variables that affect customer value. The termination tee commitment as a customer value variable
title Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
spellingShingle Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
Pedreño Santos, Ana
658.8(043.2)
Marketing
Marketing
5311.05 Marketing (Comercialización)
title_short Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
title_full Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
title_fullStr Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
title_full_unstemmed Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
title_sort Análisis de las variables de marketing que afectan al valor del cliente. La permanencia como variable controlable
dc.creator.none.fl_str_mv Pedreño Santos, Ana
author Pedreño Santos, Ana
author_facet Pedreño Santos, Ana
author_role author
dc.contributor.none.fl_str_mv Blasco López, Francisca
García de Madariaga Miranda, Jesús
Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8(043.2)
Marketing
Marketing
5311.05 Marketing (Comercialización)
topic 658.8(043.2)
Marketing
Marketing
5311.05 Marketing (Comercialización)
description To know how marketing variables affect customer value is essential for a company in order to be market and customer oriented, and to improve investment efficiency in both attracting and retaining customers. Thus, the assessment of the influence of marketing variables in customer value is of prime importance. This is recognized in many empirical studies of these variables, which address the impact of a single variable (or sets of a few variables) on customer value. A comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task for researchers and marketing managers. This research proposes a theoretical model of customer value that takes into account all significant marketing variables that have been partially addressed in empirical investigations of other researchers. These marketing variables include brand and reputation, point of sale, employees, price, termination fee commitment, discounts, complementarity of products, experiences, emotions, perceived value, quality, satisfaction, switching costs, and loyalty. The model incorporates the relationship between each variable with retention and with customer value as well as the relationships between them. A special focus is placed on the empirical analysis of the termination fee commitment and its relationship with customer value. This variable is widely used in the telecommunication’s industry for its influence on customer retention from the moment of purchase. However, there is strikingly little research in this topic. A large customer database of a telecommunications company containing five years information about 63.165 customers is used for this purpose. Multivariate linear regression and ANOVA method are applied...
publishDate 2017
dc.date.none.fl_str_mv 2017
2017-01-12
2017
2017-01-12
dc.type.none.fl_str_mv doctoral thesis
http://purl.org/coar/resource_type/c_db06
dc.type.openaire.fl_str_mv info:eu-repo/semantics/doctoralThesis
format doctoralThesis
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/21607
url https://hdl.handle.net/20.500.14352/21607
dc.language.none.fl_str_mv Español
spa
language_invalid_str_mv Español
language spa
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad Complutense de Madrid
publisher.none.fl_str_mv Universidad Complutense de Madrid
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300724

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