Engaging in customer citizenship behaviours to predict customer lifetime value

Segarra-Moliner, José Ramón; Moliner‐Tena, Miguel‐Angel

doi:10.1057/s41270-022-00195-2

Cited by 6 publications

(2 citation statements)

References 59 publications

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“…Given the critical role of CLV, numerous studies have worked to elucidate its drivers, which can be broadly divided into organisational and customer-based antecedents [39]. For instance, prediction-oriented models based on customer citizenship behaviours (CCBs) help to predict CLV, since they centre on engaged customers [40]. Moreover, ref.…”

Section: H3o the Governance Dimension (G) Positively Influences CLVmentioning

confidence: 99%

“…Moreover, ref. [40] shows that prediction-oriented segmentation only requires a number of segments to determine balanced size segments through the assignment of observations. Prediction-oriented modelling segmentation (POS) constitutes an extension of the PLS distance-based segmentation approach, which enables us to identify hidden segments within an entire sample in a way that considers relationships among both dependent and independent variables.…”

Section: H3o the Governance Dimension (G) Positively Influences CLVmentioning

confidence: 99%

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How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries

Segarra-Moliner

Bel‐Oms

2023

Sustainability

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The aim of this study is to analyse the research gap regarding the relationship between environmental, social and governance dimensions (ESG) of corporate sustainability initiatives and customer lifetime value (CLV). We divide an entire data sample (547 U.S. listed firms from the Refinitiv Thomson Reuters Eikon database) of both industrial and technological industries into three segments, using prediction-oriented modelling segmentation to test the hypotheses and evaluate the predictive validity of a partial least squares (PLS) model. As a result, we show that environmental, social and governance dimensions (ESG) encompass ten sustainability initiatives that, in turn, are the precursors of future financial firm performance, represented by CLV. Moreover, we found different poor-to-medium effects of each ESG dimension on CLV in segment 1. However, a stronger effect of the social dimension on CLV in segment 3 is completed with a poor effect, both positive by governance and negative by environmental dimensions, on CLV, while only the environmental dimension had greater effects on CLV in segment 2. The contribution of this research to the body of literature is twofold. First, it deepens the impact of each ESG dimension instead of considering sustainability initiatives as a whole. Second, it evaluates sustainability initiatives with a customer-based corporate firm valuation approach.

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Section: H3o the Governance Dimension (G) Positively Influences CLVmentioning

confidence: 99%

Section: H3o the Governance Dimension (G) Positively Influences CLVmentioning

confidence: 99%

How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries

Segarra-Moliner

Bel‐Oms

2023

Sustainability

Self Cite

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Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

Elsharnouby

Jayawardhena

et al. 2023

J Market Anal

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The study explores how consumer-brand value congruence affects the quality of consumer relationships and drives the propensity to leave and consumers' voluntary performance. It also examines how the quality of consumer-brand relationships mediates the relationships between value congruence and both propensity to leave and consumer voluntary performance. The study also examines the moderating role of relationship length and consumer age.Data from an online survey of 371 consumers drawn from contrasting service contexts (restaurants and hospitals) were collected. In both service settings, the results reveal that value congruence is positively related to consumer-brand relationship quality and voluntary performance, and the consumer-brand relationship quality is negatively related to the propensity to leave. Furthermore, while consumer-brand relationship quality influences voluntary performance in the restaurant context, its influence does not exist in the hospital context. Contrary to expectations, the length of a relationship with a brand does not enhance the quality of the relationship; rather, value congruence takes precedence. We emphasize the need for special efforts in fostering congruent perceptions among older consumers to get them engaged in voluntary performance. Since a few marketing scholars have examined the role of value congruence as an antecedent of consumerbrand relationship quality, we advance extant literature in examining the impact of value congruence on consumer-brand relationship quality and its outcomes.

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The impact of online purchase behaviour on customer lifetime value

Kvíčala,

Králová,

Suchánek

2024

J Market Anal

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This paper investigates customer lifetime value (CLV) in e-shops, particularly those operated by small on-platform evolving financially independent online resellers (SOEFIOR) e-shops. The aim is to identify factors predicting CLV and assess their associations with CLV. Given the nested structure of the data, where transactions by customers are clustered within e-shops, a multilevel model is employed as the analytical framework. While classical linear regression assumes independence of observations within a sample, our dataset operates across three hierarchical levels: transaction level (I), customer level (II), and e-shop level (III). This hierarchical structure challenges the validity of inferences drawn from linear regression models, as transactions by one customer are not independent, and customers within a single e-shop may exhibit interdependencies. Therefore, a multilevel model is utilised to appropriately address the dependence among transactions within this nested data structure. The analysis reveals that the “number of transactions” exhibits the strongest positive association with CLV, followed by “days to transaction” and “session duration”. Furthermore, we discovered that “direct access” exhibits a positive association with CLV compared to access through Google campaigns, whereas access through Facebook campaigns demonstrates a negative association with CLV when compared to Google campaigns. Additionally, using the e-shop on mobile and landing on the product details page both show negative associations with CLV compared to desktop usage and landing on the e-shop’s home page, respectively. Our research identifies several variables that are associated with CLV in e-shops. This enables e-shop managers to effectively target and engage customers through marketing activities, thereby maximising revenues, financial performance, and customer CLV.

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Engaging in customer citizenship behaviours to predict customer lifetime value

Cited by 6 publications

References 59 publications

How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries

How Does Each ESG Dimension Predict Customer Lifetime Value by Segments? Evidence from U.S. Industrial and Technological Industries

Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

The impact of online purchase behaviour on customer lifetime value

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