Measuring the Efficiency of Customer related Strategies: A Review of the Literature and Agenda for Research
Faculty of Business and Law
School of Accounting, Finance and Economics / Finance, Economics, Markets and Accounting Research Centre
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.