Managing customers for value: An overview and research agenda

V. Kumar, Katherine N. Lemon, Ananthanarayanan Parasuraman

Research output: Contribution to journalArticle

83 Citations (Scopus)

Abstract

This article provides an introduction to and overview of this special issue on "Managing Customers for Value." The field of customer management has grown rapidly in recent years, with significant research examining approaches with which firms can manage customers as key assets. Starting with the notion that firms seek to maximize customer life-time value and customer equity, the authors identify eight key challenges that firms and researchers face in understanding, managing, and implementing successful customer management strategies. The authors then present an organizing framework and use it to offer an overview of the rest of the special issue, outlining how each of the remaining articles in the special issue (each addressing one of the key challenges) fits into the framework. Based on a synthesis of the overall insights from the articles, the authors conclude with a research agenda that highlights potentially fruitful avenues for further investigation.

Original languageEnglish (US)
Pages (from-to)87-94
Number of pages8
JournalJournal of Service Research
Volume9
Issue number2
DOIs
StatePublished - Nov 2006

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customer
Values
firm
research approach
management
Research agenda
assets
equity
Customer management
Customer equity
Organizing
Management strategy
Assets

Keywords

  • Customer equity
  • Customer lifetime value
  • Customer management

ASJC Scopus subject areas

  • Organizational Behavior and Human Resource Management

Cite this

Managing customers for value : An overview and research agenda. / Kumar, V.; Lemon, Katherine N.; Parasuraman, Ananthanarayanan.

In: Journal of Service Research, Vol. 9, No. 2, 11.2006, p. 87-94.

Research output: Contribution to journalArticle

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