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oai:docta.ucm.es:20.500.14352/994182025-08-28T13:03:37Zcom_20.500.14352_14col_20.500.14352_15

A conceptual framework for customer value management Pedreño Santos, Ana García De Madariaga Miranda, Jesús Customer value Customer lifetime Retention Perceived value Purchase intention Satisfaction Switching costs Economía 6114.13 Marketing It is essential for a company to be engagement-oriented and analyze how marketing variables affect customer value and how it improves efficiency in both customer attraction and retention. But a comprehensive, integrated assessment of all marketing variables and their interdependencies is an arduous and complex task and thereby, an unsettled issue. Using relationship marketing literature as the theoretical basis of this research, this study overviews marketing variables empirical research, from a customer value perspective. First, we describe the most relevant relationships between each variable and customer value. Then we present a structured framework of the relationships observed between the variables. Lastly, we give some guidelights to manage marketing variables in a unitary manner, considering that the strategies and budgets for attraction and retention should be carried out jointly. The resulting framework shows that customer value is necessarily achieved over customer lifetime, and mainly through four clear predictors: perceived value, purchase intention, satisfaction and switching costs. Such framework can be used by entrepreneurs and marketing managers as a roadmap to customer value that facilitates understanding the significance of marketing variables predicting customer value and their underlying relations. Depto. de Marketing Fac. de Ciencias Económicas y Empresariales TRUE pub 2024-02-06T11:42:21Z 2024-02-06T11:42:21Z 2022 journal article VoR https://hdl.handle.net/20.500.14352/99418 2659-3904 10.51302/marketing.2022.806 2792-405X eng Pedreño-Santos, Ana, y Jesús García-Madariaga. «A conceptual framework for customer value management». Revista de Marketing y Publicidad, 5 de abril de 2022, 43-65. https://doi.org/10.51302/marketing.2022.806. open access application/pdf Centro de Estudios Financieros, SL