A conceptual framework for customer value management

It is essential for a company to be engagement-oriented and analyze how marketing variables affect customer value and how it improves efficiency in both customer attraction and retention. But a comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous...

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Detalhes bibliográficos
Autores: Pedreño Santos, Ana, García De Madariaga Miranda, Jesús
Formato: artículo
Fecha de publicación:2022
País:España
Recursos:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/99418
Acesso em linha:https://hdl.handle.net/20.500.14352/99418
Access Level:acceso abierto
Palavra-chave:Customer value
Customer lifetime
Retention
Perceived value
Purchase intention
Satisfaction
Switching costs
Economía
6114.13 Marketing
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spelling A conceptual framework for customer value managementPedreño Santos, AnaGarcía De Madariaga Miranda, JesúsCustomer valueCustomer lifetimeRetentionPerceived valuePurchase intentionSatisfactionSwitching costsEconomía6114.13 MarketingIt is essential for a company to be engagement-oriented and analyze how marketing variables affect customer value and how it improves efficiency in both customer attraction and retention. But a comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task and thereby, an unsettled issue. Using relationship marketing literature as the theoretical basis of this research, this study overviews marketing variables empirical research, from a customer value perspective. First, we describe the most relevant relationships between each variable and customer value. Then we present a structured framework of the relationships observed between the variables. Lastly, we give some guidelights to manage marketing variables in a unitary manner, considering that the strategies and budgets for attraction and retention should be carried out jointly. The resulting framework shows that customer value is necessarily achieved over customer lifetime, and mainly through four clear predictors: perceived value, purchase intention, satisfaction and switching costs. Such framework can be used by entrepreneurs and marketing managers as a roadmap to customer value that facilitates understanding the significance of marketing variables predicting customer value and their underlying relations.Centro de Estudios Financieros, SLUniversidad Complutense de Madrid20222022-01-0120222022-01-01journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/99418reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/994182026-06-02T12:44:21Z
dc.title.none.fl_str_mv A conceptual framework for customer value management
title A conceptual framework for customer value management
spellingShingle A conceptual framework for customer value management
Pedreño Santos, Ana
Customer value
Customer lifetime
Retention
Perceived value
Purchase intention
Satisfaction
Switching costs
Economía
6114.13 Marketing
title_short A conceptual framework for customer value management
title_full A conceptual framework for customer value management
title_fullStr A conceptual framework for customer value management
title_full_unstemmed A conceptual framework for customer value management
title_sort A conceptual framework for customer value management
dc.creator.none.fl_str_mv Pedreño Santos, Ana
García De Madariaga Miranda, Jesús
author Pedreño Santos, Ana
author_facet Pedreño Santos, Ana
García De Madariaga Miranda, Jesús
author_role author
author2 García De Madariaga Miranda, Jesús
author2_role author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv Customer value
Customer lifetime
Retention
Perceived value
Purchase intention
Satisfaction
Switching costs
Economía
6114.13 Marketing
topic Customer value
Customer lifetime
Retention
Perceived value
Purchase intention
Satisfaction
Switching costs
Economía
6114.13 Marketing
description It is essential for a company to be engagement-oriented and analyze how marketing variables affect customer value and how it improves efficiency in both customer attraction and retention. But a comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task and thereby, an unsettled issue. Using relationship marketing literature as the theoretical basis of this research, this study overviews marketing variables empirical research, from a customer value perspective. First, we describe the most relevant relationships between each variable and customer value. Then we present a structured framework of the relationships observed between the variables. Lastly, we give some guidelights to manage marketing variables in a unitary manner, considering that the strategies and budgets for attraction and retention should be carried out jointly. The resulting framework shows that customer value is necessarily achieved over customer lifetime, and mainly through four clear predictors: perceived value, purchase intention, satisfaction and switching costs. Such framework can be used by entrepreneurs and marketing managers as a roadmap to customer value that facilitates understanding the significance of marketing variables predicting customer value and their underlying relations.
publishDate 2022
dc.date.none.fl_str_mv 2022
2022-01-01
2022
2022-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/99418
url https://hdl.handle.net/20.500.14352/99418
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
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 Centro de Estudios Financieros, SL
publisher.none.fl_str_mv Centro de Estudios Financieros, SL
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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