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Konzeption und Umsetzung einer Customer Lifetime Value-Berechnung am Beispiel der Luftfahrtindustrie

Author

Listed:
  • Nadine Losch

    (Center for Performance Research & Analytics (CEPRA))

  • Klaus Möller

    (Universität St. Gallen)

  • Benjamin Quaiser

    (Ruhr-Universität Bochum
    FOM Hochschule für Oekonomie & Management Berlin)

  • Sophie Bortfeldt

    (Georg-August-Universität Göttingen)

Abstract

Zusammenfassung Durch die zunehmende Bedeutung immaterieller Vermögenswerte und die Forderung nach der accountability von Marketingaktivitäten steigt die Notwendigkeit der Implementierung einer Kundenwertberechnung im Unternehmen. in der Wissenschaft wurde eine Vielzahl an Modellen zur Kundenwertberechnung entwickelt, wobei deren praktische Anwendung oftmals begrenzt ist. Dieser Beitrag stellt wesentliche Modelle zur Kundenwertkalkulation vor und konzipiert ein dynamisches Kundenwertmodell zur Messung der langfristigen Vorteilhaftigkeit einer Kundenbeziehung. Am Beispiel der Luftfahrtindustrie wird eine exemplarische Anwendung des konzipierten Kundenwertmodells aufgezeigt. Hierbei werden Markenwechsel berücksichtigt, Trägheit als wesentlicher Kundenwerttreiber identifiziert und der Return on Marketing für Marketingmaβnahmen berechnet.

Suggested Citation

  • Nadine Losch & Klaus Möller & Benjamin Quaiser & Sophie Bortfeldt, 2013. "Konzeption und Umsetzung einer Customer Lifetime Value-Berechnung am Beispiel der Luftfahrtindustrie," Schmalenbach Journal of Business Research, Springer, vol. 65(3), pages 274-301, May.
    • Handle: RePEc:spr:sjobre:v:65:y:2013:i:3:d:10.1007_bf03373715
    DOI: 10.1007/BF03373715
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    References listed on IDEAS

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    More about this item

    Keywords

    M31; M41;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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