Customer Equity Analyses

Table of Contents

• 1. Introduction
• 1.1. Problem Definition
• 1.2. Study Objectives
• 1.3. Study Procedure
• 2. Study Fundamentals
• 2.1. Customer Equity and Value-Based Management
• 2.1.1. Shareholder Value
• 2.1.2. Value-Based Marketing as a Consequence of Value-Based Management
• 2.1.3. Market-Based Assets as Reference Objects in Value-Based Marketing
• 2.1.4. Customer Equity as a Management Figure in Value-Based Marketing
• 2.2. Customer Equity in Dyadic Business Relationships
• 2.2.1. Customer Value: Customer-Sided Value
• 2.2.2. Customer Equity: Supplier-Sided Value
• 2.3. Interim Conclusion
• 3. Chosen Determinants of Customer Equity
• 3.1. Monetary Value Potentials
• 3.1.1. The Earning Potential
• 3.1.2. The Cross-Selling Potential
• 3.2. Non-Monetary Value Potentials
• 3.2.1. The Information Potential
• 3.2.2. The Reference Potential
• 3.3. Interim Conclusion
• 4. Chosen Customer Equity Models
• 4.1. Unidimensional, Monetary Valuation Models
• 4.1.1. Turnover Analyses
• 4.1.2. Customer Contribution Accounting
• 4.1.3. Customer Lifetime Value Analysis
• 4.2. Unidimensional, Non-Monetary Valuation Models
• 4.2.1. The Loyalty Ladder Concept
• 4.2.2. The NBD/Pareto-Model
• 4.3. Multidimensional Valuation Models
• 4.3.1. Scoring Models
• 4.3.1.1. The RFMR-Method
• 4.3.1.2. The Customer Valuation Grid
• 4.3.2. Customer Portfolios
• 4.3.3. The Holistic CE Model by Cornelsen
• 4.3.3.1. The Cross-Selling Value
• 4.3.3.2. The Reference Value
• 4.3.3.3. The Information Value
• 4.4. The Customer Equity Network as a Process-Oriented Model
• 4.4.1. Key Figures and Processes
• 4.4.2. The Customer Cash Flow
• 4.4.3. The Discount Rate
• 4.4.4. The Terminal Value

Objectives and Key Themes

This thesis examines the applicability and limitations of customer equity analyses within value-based management. It aims to provide a comprehensive overview of different customer equity models and their suitability for various business contexts.

• Customer Equity as a Management Tool
• Different Models for Customer Equity Valuation
• Monetary and Non-Monetary Aspects of Customer Equity
• Applicability of Customer Equity Models in Different Business Contexts
• Limitations of Customer Equity Analyses

Chapter Summaries

Chapter 1 introduces the research problem and outlines the study's objectives and methodology. Chapter 2 lays the theoretical foundation, defining customer equity and value-based management, exploring their relationship, and examining customer equity in dyadic relationships. Chapter 3 discusses chosen determinants of customer equity, differentiating between monetary and non-monetary value potentials. Chapter 4 delves into various customer equity models, categorizing them into unidimensional (monetary and non-monetary) and multidimensional approaches, and analyzing their strengths and weaknesses.

Keywords

Customer Equity, Value-Based Management, Customer Lifetime Value, Customer Relationship Management, Marketing, Valuation Models, Business Relationships.