CLV Formulation for Better Resource Allocation to Specific Customers

نوع: Type: thesis

مقطع: Segment: masters

عنوان: Title: CLV Formulation for Better Resource Allocation to Specific Customers

ارائه دهنده: Provider: Mohammad Sobhan Tahouri

اساتید راهنما: Supervisors: Dr. Nafiseh Soleymani

اساتید مشاور: Advisory Professors: Dr. Amirsaman Khairkhah

اساتید ممتحن یا داور: Examining professors or referees: Dr. Hamidreza Dezfolian - Dr. Vahid khodakarami

زمان و تاریخ ارائه: Time and date of presentation: 2022

مکان ارائه: Place of presentation: Industrial Engineering Department

چکیده: Abstract: With researchers turning their attention to customer value and its place in marketing, examining customer experience and taking necessary measures to increase customer life has become a vital issue in organizations. In the literature, there are various formulas for calculating customer lifetime value, and the most famous formula is the CLV formula. In the literature, this formula is composed of various parameters in manufacturing and service industries and according to the needs of that organization. Most of these parameters are related to factors outside the organization, and the analysis of customer behavior is calculated and analyzed after the supply of the product or service to the customers. This causes a waste of time, money and organizational resources. Also, by examining the CLV formula in production and service organizations, the researcher noticed a contradiction in the calculation of customer lifetime value and customer retention in that organization. In this way, the customer lifetime value has increased (decreased) compared to last year, while the number of incoming and loyal customers of the organization has decreased (increased). This analysis shows that the presented CLV calculation models are not suitable for all organizations and according to the review of the literature, most of the presented models are aimed at a specific organization and according to the external parameters of the organization. So, the purpose of the research is to enter internal organizational components in the CLV formula to calculate the customer lifetime value, plan for its analysis, and then allocate resources to specific customers. In this situation, by examining the internal factors that have a direct impact on the profitability of the organization through attracting, retaining and maintaining customers, it is possible to have a written plan to analyze the customer's lifetime value, before providing the product or service to the customer. In this way, the time, cost and resources of the organization will be saved. In order to achieve the research objectives, various theories and internal organizational factors related to the subject were studied. After examining internal organizational factors, in order to provide a new formula for calculating customer lifetime value, three components of employee productivity, product or service commercialization, and the way of exchange with customers were introduced from among the internal organizational factors studied. To present the new formula, the RFM model, which is one of the models for calculating the lifetime value of customers, has been used. So, in order to calculate the lifetime value of the customer, based on the RFM model, the compatibility of the three components of employee productivity, commercialization and customer exchange with the three components in the RFM model was examined. For this purpose, research data was collected through specialized interviews with university and industry experts. The statistical population of this research is 30 people and the data was extracted through a questionnaire consisting of 9 questions, whose reliability and validity were calculated using Cronbach's alpha method. Also, for data analysis, descriptive statistical methods, T-test and factor analysis were used, and the conceptual model and structural equations of the research were fitted using SPSS and SMART PLS software. The obtained results indicate that the three components of employee productivity, commercialization and exchange with customers are predictors of RFM. Finally, to calculate the customer's lifetime value, the weight of the components presented in the investigated organizations was calculated by the AHP method and the amount of the components was extracted. Finally, a formula for calculating customer lifetime value based on the RFM model and based on three internal organizational components of employee productivity, commercialization and exchange with customers was presented

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