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El valor del cliente en relaciones contractuales con estimaciones inciertas


  • Gil Lafuente, Ana María

    (Universidad de Barcelona)

  • Mauricio Ortigosa Hernández

    () (Universidad de Barcelona)


The Customer Lifetime Value (CLV ) concept has been highly purposed in many researches in the marketing area since long time ago. Almost all trends towards determinist or stochastic bases when measuring magnitudes o events which have to do with CLV estimates. Often the Customer Lifetime Value (CLV ) involves magnitudes that link to the future by the running environment, its mutability and its uncertainty. And this turn out the results to be too accurate. Kaufman and Gil Aluja (1986) who are the two most well known European investigators, have carried out research into several operative management techniques, stood by the following statement “Most of our traditional tools for formal modeling, reasoning, and computing are crisp, deterministic and precise in character”. Then traditional modeling with precised data cannot necessarily mean to be accurate. In this study, the authors propose some useful directions to deal with uncertainty data and fuzzy data and to stand out more accurate according to the reality. A CLV estimation with triangular fuzzy numbers (TFN) is introduced

Suggested Citation

  • Gil Lafuente, Ana María & Mauricio Ortigosa Hernández, 2009. "El valor del cliente en relaciones contractuales con estimaciones inciertas," Revista de Administración, Finanzas y Economía (Journal of Management, Finance and Economics), Tecnológico de Monterrey, Campus Ciudad de México, vol. 3(2), pages 91-110.
  • Handle: RePEc:ega:rafega:200912

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    References listed on IDEAS

    1. Berger, Paul D. & Bechwati, Nada Nasr, 2001. "The allocation of promotion budget to maximize customer equity," Omega, Elsevier, vol. 29(1), pages 49-61, February.
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    More about this item


    valor del cliente; valor del consumidor; relaciones contractuales; subconjuntos borrosos; números borrosos triangulares; incertidumbre;

    JEL classification:

    • C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Estimation: General
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation


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