Engaging in customer citizenship behaviours to predict customer lifetime value
comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
comunitat-uji-handle4:
INVESTIGACIONMetadatos
Título
Engaging in customer citizenship behaviours to predict customer lifetime valueFecha de publicación
2022-11-15Editor
Palgrave MacmillanISSN
2050-3318; 2050-3326Cita bibliográfica
Segarra-Moliner, JR., Moliner-Tena, MÁ. Engaging in customer citizenship behaviours to predict customer lifetime value. J Market Anal (2022). https://doi.org/10.1057/s41270-022-00195-2Tipo de documento
info:eu-repo/semantics/articleVersión
info:eu-repo/semantics/acceptedVersionPalabras clave / Materias
Resumen
The aim of this study is to analyse the research gap of the relationship between customer citizenship behaviour (CCB) and customer lifetime value (CLV) in the customer engagement framework (CE). We discuss how marketing ... [+]
The aim of this study is to analyse the research gap of the relationship between customer citizenship behaviour (CCB) and customer lifetime value (CLV) in the customer engagement framework (CE). We discuss how marketing analytics gains information from the digital environment related to data, metrics, and online aspects to predict business performance through motivational drivers and engagement. We divide an entire data sample (306 observations) of telecom service customers using prediction-oriented segmentation to test the hypothesis and evaluate the predictive quality of our second-order partial least squares (PLS) model. Results show that brand attitude–attachment, social value, and benevolence are precursors of these voluntary, discretionary, and extra-role customer behaviours called CCBs, and that intentional loyalty plays an essential mediating role in achieving future financial firm performance (CLV). This research analyses from a theoretical and empirical perspective the impact of the customer engagement formation from customer citizenship behaviour on customer lifetime value. [-]
Derechos de acceso
© The Author(s), under exclusive licence to Springer Nature Limited 2022
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info:eu-repo/semantics/openAccess
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
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