Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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B2B Applications of Customer Equity Measurement Model

고객생애가치 측정모형의 B2B 비즈니스 적용연구

  • Received : 2010.03.04
  • Accepted : 2010.10.13
  • Published : 2010.11.30
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Abstract

This research applies Blattberg's CE (customer equity) model to B2B business context. Through the model we estimate customer lifetime value of a Korean semiconductor manufacturer. The results show that Blattberg model has limiting applicability to B2B business context. To overcome the limits, several suggestions were made. The main suggestion was predicting maintenance costs for different customers groups and including decision variables regarding marketing costs that would help building a differentiated CE model for the B2B business context.

Keywords

References

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