Valuing Customer Portfolios under Risk-Return-Aspects: A Model-based Approach and its Application in the Financial Services Industry

URN to cite this document:: urn:nbn:de:bvb:355-epub-232021
DOI to cite this document:: 10.5283/epub.23202

Buhl, Hans Ulrich ; Heinrich, Bernd

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Date of publication of this fulltext: 30 Jan 2012 12:57

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Item type:	Article
Journal or Publication Title:	Academy of Marketing Science review
Publisher:	Academy of Marketing Science
Volume:	12
Number of Issue or Book Chapter:	5
Date:	2008
Institutions:	Business, Economics and Information Systems > Institut für Wirtschaftsinformatik > Lehrstuhl für Wirtschaftsinformatik II (Prof. Dr. Bernd Heinrich) Informatics and Data Science > Department Information Systems > Lehrstuhl für Wirtschaftsinformatik II (Prof. Dr. Bernd Heinrich)
Interdisciplinary Subject Network:	Not selected
Keywords:	customer profitability, customer portfolio, customer segment valuation, financial services industry
Dewey Decimal Classification:	300 Social sciences > 330 Economics
Status:	Published
Refereed:	Yes, this version has been refereed
Created at the University of Regensburg:	Unknown
Item ID:	23202

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Abstract

For identifying and selecting the most profitable customers in terms of the shareholder value, the Customer Lifetime Val-ue (CLV) gained broad attention in marketing literature. However, in this paper, the authors argue that the CLV does not take into account the risk associated with customer relationships and consequently does not conform to the principle of shareholder value. Therefore, a ...

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