Advanced Search
MyIDEAS: Login to save this article or follow this journal

Customer Lifetime Value: An application in the rural petroleum market


Author Info

  • Brent A. Gloy

    (Purdue University, Department of Agricultural Economics, West Lafayette, Indiana)

  • Jay T. Akridge

    (Purdue University, Department of Agricultural Economics, West Lafayette, Indiana)

  • Paul V. Preckel

    (Purdue University, Department of Agricultural Economics, West Lafayette, Indiana)


As building long term customer relationships becomes paramount to the success of agricultural input marketers, a question of focus is raised: Which customers should the firm attempt to build such relationships with? Customer Lifetime Value (CLV) is a concept some marketers have employed to better understand the long-term profit potential of specific customers or groups of customers. CLV is the net present value of the cash flow stream a customer is expected to generate for a firm over time. In this study, the CLV concept was employed to better understand the profitability of customers in the rural petroleum market. Findings suggest that customers in this market vary dramatically in the level of profits they generate for a firm. In addition, customer retention is important in this market with small reductions in customer retention rates leading to large reductions in CLV. A framework and modeling approach is also developed that marketers in other agribusiness industries may find useful as they attempt to measure and use customer lifetime value. © 1997 John Wiley & Sons, Inc.

Download Info

To our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.

Bibliographic Info

Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 13 (1997)
Issue (Month): 3 ()
Pages: 335-347

as in new window
Handle: RePEc:wly:agribz:v:13:y:1997:i:3:p:335-347

Contact details of provider:
Web page:

Related research



No references listed on IDEAS
You can help add them by filling out this form.


Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Martens, Bobby J. & Akridge, Jay T., 2006. "Customer Relationship Management at Farm Credit Services of Mid-America: Working towards a SingleView," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 9(03).
  2. D. F. Benoit & D. Van Den Poel, 2009. "Benefits of Quantile Regression for the Analysis of Customer Lifetime Value in a Contractual Setting: An Application in Financial Services," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 09/551, Ghent University, Faculty of Economics and Business Administration.
  3. Gloy, Brent A. & Akridge, Jay T., 1999. "Segmenting The Commercial Producer Marketplace For Agricultural Inputs," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 2(02).
  4. Gunderson, Michael A. & Gloy, Brent A. & LaDue, Eddy L., 2005. "Pricing Agricultural Loans to Account for Long-Term Default Risk," Proceedings: 2005 Agricultural and Rural Finance Markets in Transition,October 3-4, 2005; Minneapolis, Minnesota 132750, Regional Research Committee NC-1014: Agricultural and Rural Finance Markets in Transition.


This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


Access and download statistics


When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:13:y:1997:i:3:p:335-347. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing) or (Christopher F. Baum).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.