Customer equity and CLV in Spanish telecommunication services
comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
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http://dx.doi.org/10.1016/j.jbusres.2016.04.017 |
Metadatos
Título
Customer equity and CLV in Spanish telecommunication servicesFecha de publicación
2016-10Editor
ElsevierCita bibliográfica
SEGARRA-MOLINER, Jose Ramón; MOLINER-TENA, Miguel Ángel. Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 2016, vol. 69, no 10, p. 4694-4705.Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
http://www.sciencedirect.com/science/article/pii/S0148296316301746Palabras clave / Materias
Resumen
Recent studies in various economic sectors in the U.S.A., Brazil, China, South Korea, and Australia provide evidence of the precursors of customer equity (value, brand, and relationship equity) and their influence on ... [+]
Recent studies in various economic sectors in the U.S.A., Brazil, China, South Korea, and Australia provide evidence of the precursors of customer equity (value, brand, and relationship equity) and their influence on behavior intentions and customer lifetime value (CLV). The aim of this study is to measure customer equity through CLV, design a model for CLV drivers and establish its predictive capacity in two samples obtained at different points in time. The sample comprises customers who have contracts with telecommunications operators in Spain, and the study uses a holdout sample to cross-validate the final sample. A predictive model, developed with partial least squares, analyzes the sector, and assesses the comparability of the four main competing companies. The findings support the importance of customer perceived value in building relationship quality and in brand equity, and reveal intentional loyalty as a precursor of future economic results. [-]
Publicado en
Journal of Business Research, 2016, vol. 69, no 10Derechos de acceso
© 2016 Published by Elsevier Inc.
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