Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu


ISSN: 2450-775X     eISSN: 2353-2874    OAI    DOI: 10.18276/miz.2016.46-09
CC BY-SA   Open Access   CEEOL

Issue archive / nr 5 (46) 2016
Customer knowledge valuation model based on customer lifecycle

Authors: Przemysław Tomczyk
Akademia Leona Koźmińskiego w Warszawie, Kolegium Zarządzania i Finansów
Keywords: customer knowledge customer knowledge management customer knowledge valuation customer knowledge valuation model customer lifecycle
Data publikacji całości:2016
Page range:8 (87-94)
Klasyfikacja JEL: M31
Cited-by (Crossref) ?:

Abstract

Customers can create value for firms in a variety of ways. Four of them are parts of customer relationship management (CRM), and mentioned as customer engagement value (CEV) components. The first component is customer lifetime value (CLV); the second is customer referral value (CRV); the third component is customer influencer value (CIV); the fourth component is customer knowledge value (CKV). There are a lot of works concerning the particular CEV element estimates, such as CLV, and recently also CIV or CRV. However, it is important to notice that there is no work on how to estimate CKV. Based on the observations above, finding a model to estimate CKV would be relevant and interesting.
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