A service-dominant logic by definition is inherently customer oriented and relational, reflecting deeper and more complex connections between suppliers and customers. The service mindset driving increased collaboration enables suppliers to have deeper insights to what customers' value. Customer...

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

We suggest that a customer's option to switch suppliers, and to wait and see before switching, adds to customer value in uncertain markets, and affects the customer's switching behavior. We use a real options model to examine the value of this option and conduct sensitivity analyses based on...

Purpose – This paper finds the repurchase intentions of customers in a sharing economy via Airbnb and Uber, which are classic sharing-economy service businesses. Design/methodology – This paper analyzes sharing economy effects using variables in a structural equation model. Findings – We...

Conceptually, customer relationship value depends on customer perceptions of the cost of switching to another supplier. Empirical tests of switching cost effects have been hampered because traditional performance measurement systems and customer satisfaction scores do not reflect switching cost...

There is growing interest in "customer-based corporate valuation," explicitly tying the value of a firm's customer base to its financial valuation. While much progress has been made in building a well-validated customer-based valuation model for contractual (or subscription-based) firms, there...

This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands,...

Using co-pricing as a means for gaining deep customer insights offers much potential, ultimately expanding profitability and markets. Models of co-pricing could provide new basis for segmenting customers, based on their perceptions of value. Involvement in co-pricing decisions can also offer...

We examine the modern approach to customers as assets in its connection to the tradition of the Austrian Economic Theory. We revisit the concept of Customer Lifetime Value within a conceptual framework similar to a Misesian Evenly Rotating Economy. We argue that individual entrepreneurial action...

IT company business systems allow us to generate and store data about customers, use them for solving managerial tasks, decisions within CRM also detect the effectiveness and profitability of marketing and sales. Availability of individual customer data enables the creation of financial...