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The Theoretical Underpinnings of Customer Asset Management

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Author Info
Bolton, R.N.
Lemo, K.N.
Verhoef, P.C. (Erasmus Research Institute of Management (ERIM), RSM Erasmus University)

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Abstract

Most research in customer asset management has focused on specific aspects of the value of the customer to the company. The purpose of this article is to propose an integrated framework ? called CUSAMS -- that enables service organizations to comprehensively assess the value of their "customer assets" and to understand the influence of marketing instruments on them. The foundation of the CUSAMS framework is a careful specification of key customer behaviors that reflect the length, depth and breadth of the customer-service provider relationship: duration, usage, and cross-buying. This framework is the starting point for a set of theoretically based propositions regarding how marketing instruments influence customer behavior within the relationship, thereby influencing customer value. Then, building on prior research, we provide two empirical examples of how the CUSAMS framework can be used to conduct financial analyses of the return on investment from marketing expenditures designed to influence behavior and increase the value of the customer base. The framework and propositions provide the impetus for a research agenda that identifies critical issues in customer asset management

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Publisher Info
Paper provided by Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. in its series Research Paper with number ERS-2002-80-MKT Revision_Date: 2009-07-29.

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Date of creation: 17 Sep 2002
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Handle: RePEc:dgr:eureri:2002233

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Related research
Keywords: customer asset management; customer equity; customer behavior; customer retention; cross-buying;

This paper has been announced in the following NEP Reports:

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  1. Wagner Kamakura & Carl Mela & Asim Ansari & Anand Bodapati & Pete Fader & Raghuram Iyengar & Prasad Naik & Scott Neslin & Baohong Sun & Peter Verhoef & Michel Wedel & Ron Wilcox, 2005. "Choice Models and Customer Relationship Management," Marketing Letters, Springer, vol. 16(3), pages 279-291, December. [Downloadable!] (restricted)
  2. Bas Donkers & Peter Verhoef & Martijn Jong, 2007. "Modeling CLV: A test of competing models in the insurance industry," Quantitative Marketing and Economics, Springer, vol. 5(2), pages 163-190, June. [Downloadable!] (restricted)
  3. Pierre Volle & Aîda Mimouni, 2006. "Les bénéfices perçus des programmes relationnels : une approche de segmentation appliquée aux enseignes de distribution," Post-Print halshs-00164834_v1, HAL. [Downloadable!]
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