El valor del cliente en relaciones contractuales con estimaciones inciertas
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.
Volume (Year): 3 (2009)
Issue (Month): 2 ()
|Contact details of provider:|| Web page: http://www.ccm.itesm.mx/egap/|
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
When requesting a correction, please mention this item's handle: RePEc:ega:rafega:200912. 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: (José Antonio Núñez)
If references are entirely missing, you can add them using this form.