Our website uses cookies. By continuing to use this site, you agree to our use of cookies in accordance with this notice and the Terms of Use.
Journals Monographies Textbooks Collections Authors
Submit manuscript
Scientific Research and Development. Economics of the Firm
UDC 33

MANAGING THE LIFELONG VALUE OF CUSTOMERS THROUGH INCREASED SATISFACTION WITH QUALITY AND SPEED OF FEEDBACK Managing the Lifelong Value of Customers Through Increased Satisfaction with Quality and Speed of Feedback

Published in Scientific Research and Development. Economics of the Firm · Volume 7, Issue 1 · Pages 44–49 · Rubric: Marketing
DOI: https://doi.org/10.12737/article_5ad9e12cf3ea99.36883382
Received: 20.04.2018 Accepted: 24.03.2024 Language of publication: ru-RU
Authors
P.
P. Nevostruev
ZH
Zh. Musatova
ABSTRACT
In the modern conditions of IT development marketers get an opportunity to thoroughly study the metrics of consumer behavior. There are new approaches to determining the effectiveness of marketing activities, including the evaluation of profitability. The modern analytical approach allows to define lifetime value of the client (LTV) and, compare it with expenses for attraction. One of the key tasks of marketing activities is managing the lifetime value, especially the desire to increase this metric.Despite the fact that not all factors influencing the lifetime value are manageable by the company, it is necessary to maximize the efficiency of work in this direction taking into account the already used tools, and the feedback is the most important one. Within the framework of this article, a research of the requirements that customers make for feedback is made, satisfaction of which is a necessary condition for increasing the lifetime value.
KEYWORDS
client lifetime value, netnography, mental maps, retention rate, churn rate, value management, profitability.
Text References
Text

Введение
Концепция пожизненной ценности клиентов связана с возрастающей ролью потребителей как основного актива фирмы.

1. Nevostruev P.Ju., Musatova Zh.B., Mhitarjan S.V., Komleva N.V., Danchenok L.A., Korobkov S.A., Liksutov M.S. Vlijanie Smart-tehnologij na transformaciju processa prinjatija reshenij o pokupke na infoemkih rynkah [The influence of Smart technologies on the transformation of the purchasing decision-making process in the information-intensive markets]. Penza: «Sociosfera» Publ., 2016. 166 p. EDN: https://elibrary.ru/XHAGPX

2. Nevostruev, P.Ju. Marketingovaja koncepcija v upravlenii obshhestvennym transportom megapolisa s primeneniem smart-tehnologij [Marketing concept in management of public transport of a megacity with application of smart technologies]. Iniciativy XXI veka [Initiatives of the XXI century]. 2016, I. 1, pp. 10-14. EDN: https://elibrary.ru/VXLKBN

3. Skorobogatyh I.I., Grineva O.O. Marketingovye issledovanija i situacionnyj analiz [Marketing research and situational analysis]. Moscow, Rossijskij jekonomicheskij universitet im. G.V. Plehanova Publ., 2017. 340 p.

4. Brand Analytics. Social’nye seti v Rossii, leto 2017: cifry i trendy [BrandAnalytics. Social networks in Russia, summer 2017: figures and trends]. Available at: blog.br-analytics.ru/sotsialnye-seti-v-rossii-leto-2017-tsifry-i-trendy/ (accessed 10 January 18).

5. Farris Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc.

6. Shaw R. and M. Stone (1988). Database Marketing, Gower, London.

JATS XML
The contact persons
Zamestitel' glavnogo redaktora
V. Garnova
Vypuskayuschiy redaktor
Dar'ya Sklyankina
501@infra-m.ru
Editor in chief
Andrey Garnov
profgarnov@yandex.ru
RINC
© INFRA-M
Agreement Personal data protection and processing policy Powered by Editorum, 2026
Login or Create
* Forgot your password?