Customer Metrics and Their Impact on Financial Performance

Marketing Science - Tập 25 Số 6 - Trang 718-739 - 2006
Сунил Гупта1, Valarie A. Zeithaml2
1Harvard Business School, 179 Morgan, Soldiers Field, Boston, Massachusetts 02163
2Kenan-Flagler School of Business, University of North Carolina at Chapel Hill, 4207 McColl, North Carolina 27599

Tóm tắt

The need to understand the relationships among customer metrics and profitability has never been more critical. These relationships are pivotal to tracking and justifying firms’ marketing expenditures, which have come under increasing pressure. The objective of this paper is to integrate existing knowledge and research about the impact of customer metrics on firms’ financial performance. We investigate both unobservable or perceptual customer metrics (e.g., customer satisfaction) and observable or behavioral metrics (e.g., customer retention and lifetime value). We begin with an overview of unobservable and observable metrics, showing how they have been measured and modeled in research. We next offer nine empirical generalizations about the linkages between perceptual and behavioral metrics and their impact on financial performance. We conclude the paper with future research challenges.

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Marketing Science

Tập 25 Số 6

718-739

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