Return on Marketing: Using Customer Equity to Focus Marketing Strategy

By Roland T. Rust, Katherine N. Lemon, V. Zeithaml. 2004

2,159 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/82892435610a76c55bc5e6b59b538d482ebe2c47

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

In Organizational Behavior and Human Resource Management

Citations in the corpus

Customer Equity: An Integral Part of Financial Reporting (2008, methodology): “Internally, firms should employ models that diagnose the reasons for particular changes in customer metrics in much more detail (e.g., Rust, Lemon, and Zeithaml 2004).”
The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers (2017, methodology): “Against this background and building on the model of Rust et al. (2004), we thus include positive and negative emotions as additional loyalty drivers and moderators (see Fig.”
Make me special: Gender differences in consumers’ responses to loyalty programs (2012, background): “Similarly, preferential customer treatment was shown to be an important driver of customer loyalty in frequent flyer programs (Rust et al. 2004).”
Critical Incidents and the Impact of Satisfaction on Customer Share (2008, background): “As we noted previously, inertia effects and, therefore, past customer share are important determinants of current customer share (Rust, Lemon, and Zeithaml 2004; Verhoef 2003).”
Expanding the Role of Marketing: From Customer Equity to Market Capitalization (2009, methodology): “Rust, Lemon, and Zeithaml (2004) show that when they multiplied the average CLV of American Airlines’ customer by the total number of airline passengers in the United States, the total customer value was more or less consistent with the MC of the firm.”
The Impact of Marketing-Induced versus Word-of-Mouth Customer Acquisition on Customer Equity Growth (2008, background): “Therefore, the cus- 1For a general discussion of the customer equity concept, we refer to Blattberg, Getz, and Thomas (2001) and Rust, Lemon, and Zeithaml (2004).”
Customer Metrics and Their Impact on Financial Performance (2006, neutral): “For this purpose, many researchers focus on customer equity (CE), which is deﬁned as the lifetime value of Rust et al. 2004, Gupta and Lehmann 2005).”
Customer Complaints and Recovery Effectiveness: A Customer Base Approach (2014, background): “Therefore, “the most fertile area for research on customer impact pertains to how customer behavior (rather than attitudes or intentions) responds to changes in marketing actions” (Rust et al. 2004, p. 84).”
The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance (2006, background): “Such empirical knowledge is critical to the development of effective marketing control systems that are capable of improving firms’ overall business performance (Morgan et al. 2002, Rust et al. 2004b).”
Marketing Performance Measurement Systems: Does Comprehensiveness Really Improve Performance? (2012, background): “These results extend single-industry findings of previous studies (Ittner, Larcker, and Randall 2003; O’Sullivan and Abela 2007) to a cross-industry setting and challenge prior work in marketing calling for broader and more diversified measurement approaches (Rust, Lemon, and Zeithaml 2004).”