The Impact of Selected Variables on Customer Lifetime Value
By: Daniel Kvíčala, Halina Starzyczná and Ondřej Mikšík
References
- Ali, N., & Shabn, O. S. (2024). Customer lifetime value (CLV) insights for strategic marketing success and its impact on organizational financial performance. Cogent Business & Management, 11(1). DOI: 10.1080/23311975.2024.2361321
- Amendah, E. R., Kohli, A., Kumthekar, N., & Singh, G. (2023). Impact of Financial and Non-Financial Constructions on Customer Lifetime Value (CLV): U.S. Retailer’s Perspective. Journal of Relationship Marketing [online]. 22(3), 202–237. https://doi:10.1080/15332667.2023.2197769
- Brynjolfsson, E., Hu, Y. J., & Simester, D. (2011). Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales. Management Science, 57(8), 1373-1386. https://doi.org/10.1287/mnsc.1110.1371
- Cambra-Fierro, J., Melero-Polo, I., Sese, J. F., & Van Doorn, J. (2018). Customer-Firm Interactions and the Path to Profitability A Chain-of-Effects Model Journal of Service Research [online]. 21(2), 201–218. https://doi:10.1177/1094670517738369
- Chamberlain, B. P., Cardoso, Liu, C. H. B., Pagliari, R., & Deisenroth, M. P. (2017). Customer Lifetime Value Prediction Using Embeddings. Proceedings of the 23rd ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 1753–1762). https://doi.org/10.1145/3097983.3098123
- Dandis, A. O., Al Haj Eid, M. B., Robin, R., & Wierdak, N. (2022). An empirical investigation of the factors affecting customer lifetime value. International Journal of Quality & Reliability Management [online]. 39(4), 910–935. https://doi:10.1108/IJQRM-12-2020-0412
- Faehnle, A., & Guidolin, M. (2021 a). Dynamic Pricing Recognition on E-Commerce Platforms with VAR Processes. Forecasting, 3(1), 166-180. https://doi.org/10.3390/forecast3010011
- Faehnle, A., & Guidolin, M. (2021 b). Dynamic Pricing Recognition on E-Commerce Platforms with VAR Processes. Forecasting, 3(1), 166-180. https://doi.org/10.3390/forecast3010011
- Gao, L. I., Melero-Polo, & Sese, F. J. (2020). Customer Equity Drivers, Customer Experience Quality, and Customer Profitability in Banking Services: The Moderating Role of Social Influence. Journal of Service Research [online]. 23(2), 174-193. https://doi:10.1177/1094670519856119
- Golovko, D., & Schumann, J. H. (2019 a). Influence of company Facebook activities on recruitment success. Journal of Business Research, 104, 161–169. https://doi.org/10.1016/j.jbusres.2019.06.029
- Golovko, D., & Schumann, J. H. (2019 b). Influence of company Facebook activities on recruitment success. Journal of Business Research, 104, 161–169. https://doi.org/10.1016/j.jbusres.2019.06.029
- Gunter, U., & Önder, I. (2016). Forecasting city arrivals with Google Analytics. Annals of Tourism Research, 61, 199–212. https://doi.org/10.1016/j.annals.2016.10.007
- Hojdik, V. (2017 a). Introduction to Marketing Metrics and Characreristics of Selected Online Marketing Metrics. In M. Hyblova (Ed.), 13th Annual International Bata Conference for Ph.D. Students and Young Researchers (dokbat) (pp. 144–151). Tomas Bata Univ Zlin. https://doi.org/10.7441/dokbat.2017.15
- Hojdik, V. (2017 b). Introduction to Marketing Metrics and Characteristics of Selected Online Marketing Metrics. In M. Hyblova (Ed.), 13th Annual International Bata Conference for Ph.D. Students and Young Researchers (dokbat) (pp. 144–151). Tomas Bata Univ Zlin. https://doi.org/10.7441/dokbat.2017.15
- Jasek, P., Vrana, L., Sperkova, L., Smutny, Z., & Kobulsky, M. (2019). Predictive Performance of Customer Lifetime Value Models in E-Commerce and the Use of Non-Financial Data. Prague Economic Papers. 28(6), 648-669. https://doi:10.18267/j.pep.714
- Kantanantha, N., & Awichanirost, J. (2022). Analysing and forecasting online tour bookings using Google Analytics metrics. Journal of Revenue and Pricing Management, 21(3), 354–365. https://doi.org/10.1057/s41272-021-00338-7
- Kireyev, P., Pauwels, K., & Gupta, S. (2016). Do display ads influence search? Attribution and dynamics in online advertising. International Journal of Research in Marketing, 33(3), 475–490. https://doi.org/10.1016/j.ijresmar.2015.09.007
- Karaboga, K. (2023). A Suggested Model for Customer Relationship Management with Customer Experience-Orientated Data Optimisation in the Mobile Phone Industry. Asr Chiang Mai University. Journal of Social Sciences and Humanities [online]. 10(1), 1-16. e2023001. https://doi:10.12982/CMUJASR.2023.001
- Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. 1. ed. Viley
- Kumar, V. & Reinartz, W. (2016). Creating Enduring Customer Value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
- Laudon, K. C., & Traver, C. G. (2021). E-Commerce business technology society business. Pearson Education.
- Medeiros, N. B. & Vidor, G. (2018). Optimisation of advertisement quantity to maximise profit in a publishing house. Brazilian Journal of Operations & Production Management, 15(1), 68-77. https://doi.org/10.14488/BJOPM.2018.v15.n1.a7
- Norouzi, V. (2024). Predicting e-commerce customer lifetime value using neural networks. The role of NPS, ATV, and CES. Electronic Commerce Research. Volume 2, 174-189. DOI: https://doi.org/10.1016/j.ject.2024.04.004
- Papadogiannakis, E., Papadopoulos, P., Markatos, E., & Kourtellis, N. (2023). Who Funds Misinformation? A Systematic Analysis of the Ad-related Profit Routines of Fake News Sites. Proceedings of the ACM Web Conference 2023, 2765–2776. https://doi.org/10.1145/3543507.3583443
- Paulson, C., Luo, L., & James, G. M. (2018). Efficient Optimisation of Large-Scale Internet Media Selection for Online Display Advertising. Journal of Marketing Research, 55(4), 489–506. https://doi.org/10.1509/jmr.15.0307
- Platzer, M., & Reutterer, T. (2016). Ticking Away the Moments: Timing Regularity Helps to Better Predict Customer Activity. Marketing Science, 35(5), 779–799. https://doi.org/10.1287/mksc.2015.0963
- Roy, G., & Sharma, S. (2021). Measuring the role of factors in website effectiveness using vector autoregressive model. Journal of Retailing and Consumer Services, 62, 102656. https://doi.org/10.1016/j.jretconser.2021.102656
- Saura, J. R., Palacios-Marqués, D., & Barbosa, B. (2022). A review of digital family businesses: Setting marketing strategies, business models, and technology applications. International Journal of Entrepreneurial Behavior & Research, 29(1), 144–165. https://doi.org/10.1108/IJEBR-03-2022-0228
- Segarra-Moliner, J. R., & Moliner-Tena, M. (2022). Engage in customer citizenship behaviours to predict customer lifetime value. Journal of Marketing Analytics. 12(2), 1-14. https://doi.org/10.1057/s41270-022-00195-2
- Sulova, S. (2019). A System for E-Commerce Website Evaluation. In 19th SGEM International Multidisciplinary Scientific Geo Conference EXPO Proceedings At: Albena, Bulgaria. Volume 19 (pp 25-32). https://doi.org/10.5593/sgem2019/2.1/S07.004.
- Xiaozhou, D. (2019). A study on the relationship among customer behaviour stickiness, motivation of shopping, and customer value in the online shopping. Journal of Contemporary Marketing Science, 2(2), 196–216. https://doi.org/10.1108/JCMARS-01-2019-0004
- Yoo, M., Bai, B., & Singh, A. (2020). The evolution of behavioural loyalty and customer lifetime value over time: Investigation from a Casino Loyalty Program. Journal of Marketing Analytics, 8(2), 45–56. https://doi.org/10.1057/s41270-020-00076-6
- Vaughan, L. (2004). Exploring website features for business information. Scientometrics, 61(3), 467–477. https://doi.org/10.1023/b:scie.0000045122.93018.2a
- Venkatesan, R., & Kumar, V. A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy, Journal of Marketing. 68(4), 106-125. https://doi.org/10.1509/jmkg.68.4.106.42728
Language: English
Page range: 36 - 47
Published on: Jun 16, 2026
Published by: Silesian University in Opava
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Related subjects:
© 2026 Daniel Kvíčala, Halina Starzyczná, Ondřej Mikšík, published by Silesian University in Opava
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.