Research On Typical Dynamic Factors Of Customer Lifetime Value

Identifying the most valuable customers in dynamic market envioroment has been accepted by scholars and practitioners widely. Therefore, it's necessary to research on the typical dynamic factors of customer lifetime value (CLV). The principal results are as follows:1. Based on the consumer behavior pattern concept model and Enterprise Reform Theory, the framework of typical dynamic factors of CLV is proposed.According to the analysis of customer-enterprise interaction pattern, this paper epurates 14 typical dynamic factors of CLV from two aspects: customer and enterprise, where customer aspect includes demographic characters, consumer mental and behaviorial characters, and enterprise aspect includes organizational reform status and process management status. As scholars has researched on some influencial factors of CLV dispersedly, this paper summarizes and epurates typical dynamic factors of CLV in a systematic way, which lays a foundation for CLV dynamic modeling and CLV promotion research.2. Through empirical study on the relationship between typical dynamic factors and CLV, the significance of influence is validated.Based on the Result 1, 11 groups of hypothesizes are proposed. This research selects mobile communication operators in Beijing as empiracal object and collects 481 questionnaires in all. It is shown that 9 factors in customer aspect and 5 factors in enterprise aspect influence CLV significantly.What's more, there are some factors correlated to CLV in a high level, which are gender, generation, income, achievement requirement, independence requirement, lead user status, usage situation, CRM programming level and CRM technical maturity.(Significance level is less than 0.001 ) 3. Based on the theoretical research results above, the operating suggestions for telecom operators are provided.By using the influencial relationship between typical dynamic factors and CLV, this paper gives the operating suggestions from three points of view: customer differentiated marketing, customer information management and enterprise internal management.