Title

Measuring the Efficiency of Customer related Strategies: A Review of the Literature and Agenda for Research

Document Type

Journal Article

Publisher

Griffith University

Faculty

Business and Law

School

Accounting, Finance and Economics, Finance, Economics, Markets & Accounting Research

RAS ID

9404

Comments

Originally published as: Smith, M., & Chang, C. (2009). Measuring the Efficiency of Customer-Related Strategies: A Review of the Literature and Agenda for Research. Accounting, Accountability & Performance, 15(2), 71. Original available here

Abstract

This paper seeks to use the available literature to develop an appropriate model that might be used to predict firm financial performance. This model indicates the impact of customer-related strategies on both, nonfinancial (service quality, customer satisfaction and customer loyalty) and financial (customer lifetime value) customer measures, and ultimately on firm performance. The model also explores the interrelation between customer lifetime value and strategies. The paper concludes with a future research agenda based on a new conceptual model, embracing an alignment of customer-related strategies, measures and firm performance in order to facilitate a more effective integration of marketing with finance in business.