Razvojni aspekt koncepta „životna vrednost potrošača“*
The Development of the „Customer Lifetime Value“ Concept*
Apstrakt
U ovom radu smo predstavili jedan pravac razvoja koncepta „vrednost potrošača“, oslanjajući se na rezultate dosadašnjih istraživanja modela izračunavanja životne vrednosti potrošača (CLVCustomer Lifetime Value) koji su prezentovani u naučnim časopisima. Evoluciju koncepta „životna vrednost potrošača“ smo posmatrali u kontekstu marketinga odnosa i upravljanja odnosima sa potrošačima. Cilj rada je da predstavi domete u razvoju ovog koncepta od 1980. godine do danas, da podstakne domaću naučnu i stručnu javnost na dalja istraživanja modela izračunavanja životne vrednosti potrošača, i menadžment kompanija na primenu ovih modela u proceni životne vrednosti potrošača i vrednosti svih potrošača za kompaniju (CE-Customer Equity).
Abstract
This paper presents a direction of development of „the customer value“ concept relying on the results of previous research of the models for the calculation of customer lifetime value (CLV), presented in scientific journals. Evolutionary path of this concept has been observed in the context of relationship marketing and customer relationship management. The aim of this paper is to present the achievements in the development of this concept since 1980 to date and to encourage our country‘s scientific and professional community to further research the models of calculation of customer lifetime value, as well as management of companies to apply these models to calculate CLV and CE (Customer Equity) of their customers.
Reference
- Allenby, G., Leone, R., Jen, L. (1999), „A Dynamic Model of Purchase Timing with Application to Direct Marketing“, Journal of the American Statistical Association, Vol. 94, No. 446, June, str. 365-374.
- Armstrong, G., Kotler, Ph. (2005), Marketing, an Introduction, Pearson/Prentice-Hall, Upper-Saddle River, NJ.
- Berger, P., Nasr, N. (1998), „Customer lifetime value: Marketing models and applications“, Journal of Interactive Marketing, Vol. 12, No. 1, Winter, str. 17-30.
- Berger, P., Nasr-Bechwati, N. (2001), „The Allocation of Promotion Budget to Maximize Customer Equity,“ OMEGA: The International Journal of Management Science, Vol. 29, No. 1, str. 49–61.
- Blattberg R. (1987), „Research Opportunities in Direct Marketing,“ Journal of Direct Marketing, Vol. 1, No. 1, Winter, str. 7-14.
- Blattberg, R., Deighton, J. (1996), „Manage Marketing by the Customer Equity Test“, Harvard Business Review, Vol. 74, No. 4, July-August, str. 136-144.
- Blattberg, R., Getz, G., Thomas, J. (2001), Customer Equity:Building and Managing Relationships as Valuable Assets, Harvard Business School Press, Boston.
- Bolton, R. (1998), „A Dynamic Model of the Duration of the Customer’s Relationship with a Continuous Service Provider: The Role of Satisfaction“, Marketing Science, Vol. 17, No. 1, str. 46-65.
- Bowman, D., Narayandas, D. (2004), „Linking Customer Management Effort to Customer Profitability in Business Markets,“ Journal of Marketing Research, Vol. 41, No. 4, November, str. 433-447.
- Dwyer, R. (1989), „Customer Lifetime Valuation to Support Marketing Decision Making,“ Journal of Direct Marketing, Vol. 3, No. 4, Autumn (Fall), str. 8–15.
- Dwyer, R. (1997), „Customer Lifetime Valuation to Support Marketing Decision Making,“ Journal of Direct Marketing, Vol. 11, No. 4, Autumn (Fall), str. 6-13.
- Fader, P., Hardie, B., Lee, K.L. (2005), „RFM and CLV: Using Iso-Value Curves for Customer Base Analysis“, Journal of Marketing Research godina XLII, November, str. 415–430.
- Gupta, S., Lehmann, D., Stuart, J. (2004), „Valuing Customers,“ Journal of Marketing Research, Vol. 41, No. 1, str. 7-18.
- Gupta, S., Lehmann, D. (2006a), Managing customers as investments, Pearson Education, New Jersey.
- Gupta, S., Lehmann, D., (2006b), „Customer Lifetime Value and Firm Valuation“, Journal of Relationship Marketing, Vol. 5, No. 2/3, str. 87-110.
- Gupta, S., Hanssens, D., Hardie, B., Kahn, W., Kumar, V., Lee, N., Ravishanker N., Sriram, S. (2006),„Modeling Customer Lifetime Value“, Journal of Service Research, Vol. 9, No. 2, November, str. 139-155.
- Gupta, S., ZeithamI, V. (2006), „Customer Metrics and Their Impact on Financial Performance“, Marketing Science, Vol. 25, No. 6, November-December, str. 718-739.
- Grönroos, C. (1994), „From marketing mix to relationship marketing. Toward a paradigm shift in marketing“, Management Decision, Vol. 32, No. 2, str. 4-32.
- Jackson, B. (1985), Winning and Keeping Industrial Customers-The Dynamics of Customer Relationships, D. C. Heath and Company, Lexington-Massachusetts.
- Kalbfleisch, J., Prentice, R. (1980), Statistical Analysis of Failure Time Data, Wiley, New York.
- Kumar, V. (2004), Customer Lifetime Value, chapter 29, University of Connecticut, http://www.terry.uga.edu/~rgrover/chapter_29.pdf (pristupljeno 04.12.2012).
- Kumar, V., Reinartz, W. (2005), Customer relationship management: A databased approach. Wiley, New York.
- Kumar, V., Venkatesan, R., Reinartz, W. (2006), „Knowing What to Sell When to Whom,“ Harvard Business Review, Vol. 84, No. 3, March, str. 131-137.
- Kumar, V., Morris, G. (2007), „Measuring and maximizing customer equity: a critical analysis“, Journal of the Academy of Marketing Science, Vol. 35, No. 2, Juny, str. 157–171.
- Kumar, V., Shah, D. (2009), „Expanding the Role of Marketing: From Customer Equity to Market Capitalization“, Journal of Marketing, Vol. 73, No. 6, November, str. 119–136.
- Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., Tillmanns, S. (2010), „Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value“ Journal of Service Research, Vol. 13, No. 3, str. 297-310.
- Kotler, Ph. (1974), „Marketing During Periods of Shortage“, Journal of Marketing, Vol. 38, No. 3, July, str. 20–29.
- Kotler, Ph., Keller, K. (2006), Marketing Management, Pearson/Prentice-Hall, Upper-Saddle River, NJ.
- Kotler, F., Vong, V., Sonders, Dz., Armstrong, G. (2007), Principi marketinga, Mate, Beograd.
- Lewis, M. (2006), „Customer Acquisition Promotions and Customer Asset Value“, Journal of Marketing Research, Vol. 43, No. 2, str. 195-203.
- Lewis, M. (2005), „Incorporating Strategic Consumer Behavior into Customer Valuation,“ Journal of Marketing, Vol. 69, No. 4, str. 230-251.
- Maričić, B., Đorđević, A., (2012), „Kreiranje i isporučivanje vrednosti potrošačima“, CID Ekonomskog fakulteta, Beograd.
- Milisavljević, M. (2006), Strategijski marketing, Ekonomski fakultet, Beograd.
- Morgan, R., Shelby, H. (1994), „The Commitment-Trust Theory of Relationship Marketing“, Journal of Marketing, Vol. 58 (July), str. 20-38.
- Pepe, M. (2012), „Customer Lifetime Value: A Vital Marketing/Financial Concept For Businesses“, Journal of Business&Economics Research, Vol. 10, No. 1, January, str. 1-10.
- Pfeifer, Ph., Carraway, R. (2000), „Modeling Customer Relationships as Markov Chains,“ Journal of Interactive Marketing, Vol. 14, No. 2, Spring, str. 43-55.
- Porter, M. (1985), Competitive Advantage, The Free Press, New York.
- Reichheld, F. (1996), The Loyalty Effect, Harvard Business School Press, Cambridge.
- Reichheld, F., Sasser, W. Jr. (1990), „Zero defections. Quality comes to services“, Harvard Business Review, Vol. 68, No. 5, September-October, str. 105-111.
- Reinartz, W., Kumar, V. (2000), „On the Profitability of Long-Life Customers in a Noncontractual Setting: An Empirical Investigation and Implications for Marketing,“ Journal of Marketing, Vol. 64, No. 4, October, str. 17-35.
- Reinartz, W., Kumar, V. (2002), „The Mismanagement of Customer Loyalty,“ Harvard Business Review, Vol. 80, No. 7, July, str. 86-94.
- Reinartz, W., Kumar, V. (2003), „The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration“, Journal of Marketing, Vol. 67, No. 1, January, str. 77-99.
- Rust, R., Lemon, K., Zeithaml, V. (2004), „Return on Marketing: Using Customer Equity to Focus Marketing Strategy“, Journal of Marketing, Vol. 68, No. 1, January, str. 109–127.
- Schmittlein, D., Morrison, D., Colombo, R. (1987),„Counting Your Customers: Who They Are and What Will They Do Next?“, Management Science, Vol. 33, No. 1, January, str. 1-24.
- Schmittlein, D., Peterson, R., (1994) „Customer Base Analysis: An Industrial Purchase Process Application“, Marketing Science, Vol. 13, No. 1, str. 41-67.
- Stahl, F., Heitmann, M., Lehmann, D., Neslin, S. (2011), „The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin“, http://mba.tuck.dartmouth.edu/pages/faculty/scott.neslin/docs/BE-CLV-paper.pdf (pristupljeno 04.12.2012.).
