The Development of the „Customer Lifetime Value“ Concept*
Razvojni aspekt koncepta „životna vrednost potrošača“*
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.
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).
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