عنوان انگلیسی مقاله:

The dynamic effect of customer equity across firm growth: The case of small and medium sized online retailers

ترجمه عنوان مقاله: اثر پویا ارزش ویژه مشتری در رشد شرکت: مطالعه موردی خرده فروشان آنلاین کوچک و متوسط

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Although several causal studies investigate the relationships between customer equity and firm performance, some debate about whether their positive relationship is valid over long time horizons and across firm/industry environments does exist. This study investigates the dynamic effect of customer equity on firm performance.Using individual-level purchase data for an online retailer, the results showa weak relationship between customer equity and firm profitability,which is not consistentwith previous assumptions and beliefs. Additional analysis to resolve this gap shows that in the early stagewhen a firm’s growth rate is relatively high the firm is required to manage many newly enrolled customers. In contrast, in themature stage when a firm’s growth rate is stable and low the firm should retain its customers. Thus, marketing managers need to leverage the drivers of acquisition and retention to continue to grow overall customer equity and firm performance.

Keywords: Customer Equity, Customer Lifetime Value, Newly Acquired Customer Equity, Retained Customer Equity, Firm Growth

فرضیه های مقاله

H1. The effect of NCE on firm profitability is moderated by the firm’s growth rate. At a higher growth rate, the effect of NCE on profit is higher than that of RCE.
H2. The effect of RCE on firm profitability is moderated by the firm’s growth rate. At a lower growth rate, the effect of RCE on profit is higher than that of NCE.

مدل مقاله

مدل اثر پویا ارزش ویژه مشتری در رشد شرکت

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(Song and all, 2016: 4):منبع

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