پیوندهای مفید
آمار
| تعداد نشریات | 22 |
| تعداد شمارهها | 717 |
| تعداد مقالات | 10,309 |
| تعداد مشاهده مقاله | 72,281,061 |
| تعداد دریافت فایل اصل مقاله | 64,010,099 |
Customer lifetime value analysis in the banking industry with an emphasis on brand equity | ||
| International Journal of Nonlinear Analysis and Applications | ||
| دوره 12، شماره 2، بهمن 2021، صفحه 991-1004 اصل مقاله (711.84 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22075/ijnaa.2021.5169 | ||
| نویسندگان | ||
| Bahram Seyedin1؛ Mojtaba Ramazani* 2؛ Hossein Bodaghi Khajeh Noubar1؛ Yaghob Alavimatin1 | ||
| 1Department of Management , Tabriz Branch, Islamic Azad University, Tabriz, Iran | ||
| 2Department of Management, Bonab Branch, Islamic Azad University, Bonab, Iran | ||
| تاریخ دریافت: 19 فروردین 1400، تاریخ بازنگری: 10 اردیبهشت 1400، تاریخ پذیرش: 27 اردیبهشت 1400 | ||
| چکیده | ||
| Due to the competitiveness of the banking industry and the importance of profitability, access to customer information is essential for establishing effective relationships that serve the interests of both parties. Establishing long-term customer relationships and building brand equity are pivotal in modern banking, and thus improving relationship quality plays a key role in development of new services and customer lifetime value (CLV) measurement. The purpose of the present research is to provide a new model for CLV measurement in the banking industry with an emphasis on brand equity. This study is descriptive and a question naire is used to collect data. The population consists of all the customers of Refah Bank of Iran (with an average annual resources of at least 500m rials), of whom 382 are randomly selected as the sample. Data are analyzed using de-scriptive statistics in SPSS and partial least squares structural equation modeling (PLS-SEM) in SmartPLS. The results indicate the strong fit of the overall model (GOF = 0.782) and show the significant positive effect of brand equity on CLV. | ||
| کلیدواژهها | ||
| Customer Lifetime Value؛ Brand Equity؛ Relationship Quality؛ Perceived Value؛ Banking | ||
| مراجع | ||
|
[1] T. Ambler, C. B. Bhattacharya, J. Edell, K. L. Keller, K. N. Lemon, and V. Mittal, Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1), (2002) 13-25. [2] P. Athanasopoulou, Relationship quality: a critical literature review and research agenda. European Journal of Marketing, 43(5/6), (2009) 583-610. [3] D. F. Benoit and D. Van Den Poel, Benefits of quantile regression for the analysis of customer lifetime value in a contractual setting: an application in financial services. Expert Systems with Applications, 36(7), (2009) 10475-10484. [4] R. C. Blattberg, G. Getz, and J. S. Thomas, Customer Equity: Building and Managing Relationships as Valued Assets. Boston, Massachusetts: Harvard Business School Press, (2001). [5] R. N. Bolton and J. H. Drew, A multistage model of customers assessments of service quality and value. Journal of Consumer Research, 17(4), (1991) 375-384. [6] S. L. Chan, W. H. Ip and V. Cho, A model for predicting customer value from perspectives of product attractiveness and marketing strategy. Expert Systems with Applications, 37, (2010) 1207-1215. [7] C. J. Cheng, S. W. Chiu, C. B. Cheng, and J. Y. Wu, Customer lifetime value prediction by a Markov chain based data mining model: application to an auto repair and maintenance company in Taiwan. Scientia Iranica, 19(3), (2012) 849-855. [8] L. L. L. Chiang, and Y. Chin-Sheng, Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach. Journal of Technological Forecasting & Social Change, 130, (2018) 177-187. [9] W. W. Chin, The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295336). Mahwah, NJ: Law-rence Erlbaum, (1998). [10] P. Cermak, Customer profitability analysis and customer life time value models: portfolio analysis. Procedia Economics and Finance, 25, (2015) 14-25. [11] W. D. Dahana, Y. Miwa, and M. Morisada, Linking lifestyle to customer lifetime value: an exploratory study in an online fashion retail market. Journal of Business Research, 99, (2019) 319-331. [12] K., De Wulf,G. Odekerken-Schrder, and D. Iacobucci, Investments in consumer relationships: a cross-country and cross-industry exploration. Journal of Marketing, 65(4), (2001) 33-50. [13] A. Dwivedi, B. Merrilees, D. Miller, and C. Herington, Brand value and relationship equities and loyalty-intentions in the Australian supermarket industry. Journal of Retailing and Consumer Services, 19(5), (2012) 526-536. [14] Y. Ekinci, N. Uray, and F. Ulengin , A Customer Lifetime Value Model for the Banking Industry: A Guide to Marketing Actions. European Journal of Marketing, 48(3/4), 17, (2014) 761-784. [15] A. Floh, A. Zauner, M. Koller, and T. Rusch, Customer segmentation using unobserved heterogeneity in the perceived-valueloyaltyintentions link. Journal of Business Research, 67(5), (2014) 974-982. [16] S. Geisser, The predictive sample reuse method with applications. Journal of the American Statistical Association, 70(350), (1975) 320-328. [17] P. Ghafari, M. Zanjirdar, and M. Panahi, Effect of relationship quality and customer orientation on positive word of mouth. Iranian Journal of Marketing Management, 20, 18, (2013). [18] A., Ghanbari, and J. Razmi, Calculating customer lifetime value in manufacturing industries. Iranian Journal of IT Management, 2(1), (2009) 35-50. [19] M. I. Gomez, E. W. McLaughlin, and D. R. Wittink, Customer satisfaction and retail sales performance: an empirical investigation. Journal of Retailing, 80(4), (2004) 265-278. [20] D., Grace, M., Ross, and C. King, Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52, (2020). [21] J. Henseler, C. M. Ringle, and R. R. Sinkovics, The use of partial least squares path model-ing in international marketing in international marketing. In Sinkovics, R. and Ghauri, P. (Ed.), New Challenges to International Marketing, (Advances in International Marketing, Vol. 20), Emerald Group Publishing Limited, Bingley, (2009) 277-319. [22] R. Jalalzadeh, A. Kazemi, and A. Ansari, A model of brand performance based on brand equity from a customers perspective in Irans banking system: a case of public banks in Tehran. Iranian Journal of Management Research, 22(3), (2018) 104-132. [23] D. Jain, and S. S. Singh, Customer lifetime value research in marketing: a review and fu-ture directions. Journal of Interactive Marketing, 16(2), (2002) 34-46. [24] R. Jalalzadeh, A. Kazemi, and A. Ansari, A model of brand performance based on brand equity from a customers perspective in Irans banking system: a case of public banks in Teh-ran. Iranian Journal of Management Research,22(3), (2018) 104-132. [25] A. Jarvelin, and U. Lehtinen, Relationship quality in business-to-business service context. In B. B. Edvardsson, W. W. Johnston, & E. E. Scheuing (Eds.), QUIS 5 advancing service quality: A global perspective (1996) (pp.243254). Lethbridge, AB: Warwick Printing. [26] K. L. Keller, and D. R. Lehmann, Brands and branding: research findings and future prior-ities. Journal of Marketing Science, 25(6), (2006) 740-759. [27] S., Lhoest-Snoeck, E. Van Nierop, and P. C. Verhoef, For new customers only: a study on the effect of acquisition campaigns on a service companys existing customers CLV. Journal of Interactive Marketing, 28(3), (2014) 210-224. [28] L.C. Leonidou, B.R. Barnes, and M.A. Talias, Exporter-importer relationship quality: the inhibiting role of uncertainty, distance, and conflict. Industrial Marketing Management, 35(5), (2006) 576-588. [29] R. Martenson, Corporate brand image, satisfaction and store loyalty: a study of the store as a brand, store brands, and manufacturer brands. International Journal of Retail & Distribution Management, 35(7), (2007) 544-555. [30] M. A. Merz, L. Zarantonello, S. Grappi, How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, (2018) 79-89. [31] M.A. Moliner, J. Snchez, R.M. Rodrguez, and L. Callarisa, Relationship quality and post-purchase perceived value: an integrative framework. European Journal of Marketing, 41(11/12), (2007) 1392-1422. [32] M.A. Moliner, Loyalty, perceived value and relationship quality in healthcare services. Journal of Service Management, 20(1), (2009) 76-97. [33] S, E. Ng, M. David, and T. S. Dagger Generating positive word-of-mouth in the service experience. Managing Service Quality, 21(2), ,(2011) 133-151. [34] D. D. Prior, Supplier representative activities and customer perceived value in complex industrial solutions. Journal of Industrial Marketing Management, 42(8), (2013) 1192-1201. [35] L. Rajaobelina, and J. Bergeron, Antecedents and consequences of buyer-seller relationship quality in the financial service industry. International Journal of Bank Marketing, 27(5), (2009) 359-380. [36] W. J., Reinartz, and V. Kumar, The impact of customer relationship characteristics on prof-itable lifetime duration. Journal of Marketing, 67(1), (2003) 77-99. [37] J. Romero, R., Van der Lans, and B. Wierenga, A partially hidden Markov model of customer dynamics for CLV measurement. Journal of Interactive Marketing, 27(3), (2013) 185-208. [38] A., Sadeghi Aliabad, and N. V. Moghadam, Effect of electronic banking on the profitabil-ity of selected Iranian banks. Iranian Trend Quarterly, 23(76), (2016) 75-106. [39] M. Safari-Kahreh, M. Tive, A. Babania, and M. Hesan, Analyzing the applications of customer lifetime value (CLV) based on benefit segmentation for the banking sector. Procedia - Social and Behavioral Sciences, 109, (2014) 590-594. [40] J. Snchez, L. Callarisa, R.M. Rodrguez, and M.A. Moliner, Perceived value of the purchase of a tourism product. Tourism Management, 27(3), (2005) 394-409. [41] J. R. Segarra-Moliner, and M. A. Moliner-Tena, Customer equity and CLV in Spanish telecommunication services. Journal of Business Research, 69(10),(2016) 4694-4705. [42] M. Stone, Cross validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society, 36(2), (1974) 111-147. [43] K. Talebi, A. Davari, and A. Dehghan, Effect of intellectual capital on recognition of entrepreneurial opportunities in knowledge-based companies. Iranian Journal of Management Studies, 71, (2013) 19-48. [44] A. Tavakkoli, A., Kafashpour, and A. Alizadeh, Customer segmentation based on custom-er lifetime value. Iranian Journal of Management Studies, 5(15), (2012) 63-84. [45] M. Tutian, and A. Ansari, Effect of customer focus, corporate social responsibility and per-ceived quality on customer satisfaction: A case study of Pasargad Bank of Iran. Iranian Journal of Modern Marketing Research, 1, (2016) 179-200. [46] L. Valenzuela, E. Torres, P. Hidalgo, and P. Faras, Salesperson CLV orientations effect on performance. Journal of Business Research, 67(4), (2014) 550-557. [47] M. Wetzels, G. Odekerken-Schrder, and C. Van Oppen, Using PLS path modelling for assessing hierarchical construct models: guidelines and empirical illustration. MIS Quarterly, 33(1), (2009) 177-195. [48] A. Wong, and A. S. Sohal, An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail and Distribution Management, 30(1), (2002) 34-50. [49] V. Zeithaml,Service quality, profitability the economic worth of the customers: what we know and what we need to learn. Journal of the Academy of Marketing Science, 28(1), (2000) 67-85. [50] H. Zhang, X. Liang, and S. Wang, Customer value anticipation, product innovativeness, and customer lifetime value: the moderating role of advertising strategy. Journal of Business Research, 69(9), (2016) 3725-3730. | ||
|
آمار تعداد مشاهده مقاله: 16,935 تعداد دریافت فایل اصل مقاله: 11,498 |
||