O moderno conceito de marketing, visto como filosofia empresarial, defende que a empresa deve ser centralizada no cliente, ou seja, ter todas as suas atividades integradas e alinhadas para entregar valor superior para seus consumidores. Até o final da década de 1990 havia uma clara lacuna entre o moderno conceito de marketing e as métricas existentes. Assim, as métricas de customer equity foram concebidas na tentativa de superar esse conflito entre filosofia e realidade prática de marketing. Customer equity pode ser definido como o valor monetário dos clientes enquanto um ativo da empresa, e foi apontado pela literatura como possível responsável pelo aumento da capitalização de mercado em algumas empresas. Esse estudo busca identificar a relação de causalidade entre customer equity, calculado pelo modelo de Gupta et al (2003), e a capitalização de mercado das empresas do setor de comunicação do mercado brasileiro utilizando uma série de modelos. Primeiramente rodou-se um modelo de regressão em painel com efeito aleatório, seguido de uma análise de causalidade Granger. Os resultados, em geral, não convergem com a literatura relacionada. Por fim foram discutidas as implicações gerenciais, limitações e sugestões para pesquisas futuras. / The modern concept of marketing, seen as business philosophy, holds that the firm must be customer centered, that is, all the activities must be integrated and oriented to deliver superior value to its customers. There was a clear gap between the modern concept of marketing and the existing metrics until the end of the 1990’s. Thus, the customer equity metrics were developed trying to overcome the conflict between philosophy and the managerial reality of marketing. Customer equity can be defined as the value of customers as an asset of the firm, and was held as a possible responsible for increasing the market capitalization of several companies. This study aims to identify the causal relationship between customer equity, using the approach proposed by Gupta and Lehmann (2003), and the market capitalization of several Brazilian communication companies. First it was conducted a panel regression analysis with random effects, then a series of Granger causality tests were made. The results, at large, do not converge with the related research. Finally, the limitations, managerial implications and recommendations for future research were discussed.

Em um ambiente em que o marketing busca formas de avaliar os impactos de suas ações, Vogel, Evanschitzky e Ramaseshan (2008) sugerem que o uso do customer equity (CE), como uma medida do comportamento futuro de clientes de uma empresa, é um ativo estratégico que exige um gerenciamento efetivo com monitoramento tanto para detectar sinais de erosão neste valor, como para adequar programas para melhorá-lo. Vogel et al. (2008) associaram os condutores de CE, proposto por Rust, Zeithaml e Lemon (2000) e vendas futuras, contribuindo, em especial, com um modelo que inclui um construto de lealdade e foca na predição de vendas futuras, dado que valor de vida do cliente (CLV) é um difícil conceito para ser medido e está fora do alcance da maior parte das empresas. Diante da contribuição que essa técnica traz tanto para o avanço acadêmico da área de marketing metrics quanto para a prática empresarial, esta dissertação tem como enfoque a aplicação do modelo de Vogel et al. (2008), no B2B. Suas principais contribuições são: primeiro, adaptar e utilizar o modelo no contexto de serviços no B2B, estendendo a sua verificação a um universo mais amplo; segundo, testar se o modelo adaptado poderia produzir resultados tão consistentes quanto os encontrados pelos autores; terceiro, sugerir recomendações para a aplicação do modelo em outros segmentos. Para realização do estudo foram selecionadas duas empresas de segmentos diferentes que possuem outras companhias como clientes, uma delas do ramo de serviços ao varejo e outra uma distribuidora de medicamentos que permitiram acesso a um total de 253 de seus clientes. Para a empresa de serviços ao varejo identificou-se resultados em direção e magnitude semelhante ao estudo de Vogel et al. (2008), sugerindo que o modelo poderia ser aplicado no universo B2B; para a distribuidora, entretanto, os achados não demonstraram associação entre as variáveis, sinalizando uma fragilidade do modelo na predição de vendas futuras. Os resultados sugerem que o modelo adaptado poderia ser empregado no B2B, porém não é robusto. Desta forma apenas pode ser aplicado apenas sob condições específicas que precisam ser verificadas antes da aplicação. / In an environment where marketing seeks ways to assess the impacts of their actions , Vogel , and Evanschitzky Ramaseshan (2008) suggest that the use of customer equity (CE), as a measure of future customer behavior of a company, is a strategic asset that requires effective management with both monitoring for signs of erosion in this figure , as to tailor programs to improve it . Vogel et al. (2008) associated drivers from EC , proposed by Rust , Zeithaml and Lemon (2000) and future sales, contributing in particular to a model that includes a construct of loyalty and focuses on the prediction of future sales, since customer lifetime value (CLV) is a difficult concept to be measured and is beyond the reach of most companies . Given the contribution that this technique brings both academic advancement in the area of marketing metrics and for business practice, this dissertation focus on the application of Vogel et al. (2008), in the B2B. His main contributions are: first , to adapt and use the model in the context of B2B services, extending the verification to a broader universe; Second, to test whether the adapted model could produce results as consistent as those found by the authors; thirdly, to suggest recommendations for the application of the model in other segments. To conduct the study, two companies from different segments that have other companies as clients were selected , one of them in the service industry to retail and a distributor for drugstores that allowed access to a total of 253 clients. For services company was identified similar results, in direction and magnitude, toward the study of Vogel et al. (2008) , suggesting that the model could be applied in the B2B universe; for the distributor , however, the findings did not show association between the variables, indicating a weakness of the model in predicting future sales. The results suggest that the adapted model could be employed in B2B, but it is not robust. Thus, it can be applied only under specific conditions that must be verified before application.

A capacidade de o marketing mensurar e comunicar o valor de suas atividades e investimentos tem sido uma das prioridades de pesquisa na área nos últimos anos. Para atingir esse objetivo, a capacidade de mensurar adequadamente os ativos de marketing, como o Customer Lifetime Value e, de forma agregada, o Customer Equity, torna-se essencial, pois esses ativos são considerados os elementos capazes de traduzir em valores monetários o resultado dos diversos investimentos realizados pela área de marketing. Diante da mensuração desses valores, é possível o planejamento e a realização de ações mais precisas por parte dos profissionais de marketing. Sendo assim, no presente estudo objetivou-se construir e aplicar um modelo de estimação de Customer Lifetime Value no modo bottom-up (individual por cliente) em uma amostra de clientes de uma empresa do setor de serviços financeiros. O modelo bayesiano hierárquico aplicado, com três regressões estruturadas conforme o modelo Seemingly Unrelated Regressions (SUR) (ZELNER, 1971), foi construído a partir dos trabalhos de Kumar et al. (2008), Kumar e Shah (2009) e Cowles, Carlin e Connet (1996). Os resultados evidenciaram (1) que o modelo foi capaz de estimar com consistência o valor futuro de 84% dos clientes analisados; (2) que esse valor estimado traduz o potencial de rentabilidade que pode ser esperado futuramente para cada cliente; (3) que a base de clientes pode ser segmentada a partir do Customer Lifetime Value. Diante do conhecimento do valor futuro de cada cliente, se vislumbrou possibilidades de ações que tragam melhorias para gestão de clientes tradicionalmente utilizada, principalmente no que diz respeito à alocação dos recursos de marketing. / The marketing capacity to measure and to communicate the value resultant of its activities and investments has been one of the area top research priorities in the last few years. In order to achieve this objective, the capacity to appropriately measure the marketing assets, as the Customer Lifetime Value and, in aggregate form, the Customer Equity, has been pointed out as essential, because this assets are considered elements capable of translating the result of marketing investments into monetary values. Given the measurement of those values, marketers become able to plan and take more precise actions. Thus, the objective of present study is to build and test a bottom-up Customer Lifetime Value estimation model to a sample of customers from a company of finance services. The bayesian hierarchical model, composed of three regressions structured according to the Seemingly Unrelated Regressions (SUR) model (ZELNER, 1971), was built from the works of Kumar et al. (2008), Kumar and Shah (2009) and Cowles, Carlin and Connet (1996). The results show that (1) the model was capable to estimate with consistency the future value of 84% of the analyzed customers; (2) this estimated future values indicate the potential profitability of each customer; (3) the customer base can be segmented from the Customer Lifetime Value. Given the knowledge obtained about the future value of each customer and the segments established, several actions that can bring improvements to the traditional way of managing customers were suggested, in special those concerning marketing resource allocation.

Na busca da área de marketing, pela métrica adequada para a empresa com a gestão centrada no cliente, o valor do cliente (customer equity) é a abordagem que tem despertado mais interesse por parte da academia e dos executivos – um campo promissor, que possibilita a ligação das ações de marketing com o valor da empresa. Sob essa perspectiva, os clientes são ativos da empresa com capacidade de gerar fluxos de caixa futuros. A avaliação do valor do cliente (customer equity) permite o acesso aos ativos intangíveis da empresa, além de propiciar uma gestão mais eficiente da área de marketing. Desta forma, esta dissertação testa a força da relação entre o valor do cliente e o valor de mercado da empresa, através da aplicação de dois modelos de valor do cliente (customer equity): o estático e dinâmico proposto por Gupta, Lehmann e Stuart (2004).Para tanto, foi conduzido um estudo longitudinal com dados secundários de empresas do setor de comunicação do mercado brasileiro. Como resultado, foi comprovado o forte poder de associação entre o valor do cliente (customer equity) e o valor de mercado da empresa. Outrossim, são analisadas as relações com os demais ativos da empresa e a capacidade de predição do valor do cliente (customer equity). Os resultados obtidos são discutidos, bem como as implicações gerenciais e recomendações para pesquisas futuras. / The search in the marketing field for an adequate metric for customer-centric companies, the customer equity is the approach that has brought the most interest by academics and executives. A promising field that makes possible links between marketing actions and the value of a company. Under this perspective, customers are company’s assets with the capability of generating future cash flows. The evaluation of customer equity not only permits access to intangibles assets of the company but also provides a more efficient way to manage a marketing area. This dissertation tests the strength of the relationship between customer equity and the market value of a company by applying two models to valuate customer equity: static and dynamic proposed by Gupta, Lehmann and Stuart (2004). For that, it was conducted a longitudinal study with secondary data from communication corporations in Brazil. The result showed a high correlation between customer equity and the market value of corporations. It was also analyzed the relationship with the other assets of the company and the capability of predicting the value of customer equity. The findings are being discussed as well as the managerial implications and recommendations for future research.

Na busca da área de marketing, pela métrica adequada para a empresa com a gestão centrada no cliente, o valor do cliente (customer equity) é a abordagem que tem despertado mais interesse por parte da academia e dos executivos – um campo promissor, que possibilita a ligação das ações de marketing com o valor da empresa. Sob essa perspectiva, os clientes são ativos da empresa com capacidade de gerar fluxos de caixa futuros. A avaliação do valor do cliente (customer equity) permite o acesso aos ativos intangíveis da empresa, além de propiciar uma gestão mais eficiente da área de marketing. Desta forma, esta dissertação testa a força da relação entre o valor do cliente e o valor de mercado da empresa, através da aplicação de dois modelos de valor do cliente (customer equity): o estático e dinâmico proposto por Gupta, Lehmann e Stuart (2004).Para tanto, foi conduzido um estudo longitudinal com dados secundários de empresas do setor de comunicação do mercado brasileiro. Como resultado, foi comprovado o forte poder de associação entre o valor do cliente (customer equity) e o valor de mercado da empresa. Outrossim, são analisadas as relações com os demais ativos da empresa e a capacidade de predição do valor do cliente (customer equity). Os resultados obtidos são discutidos, bem como as implicações gerenciais e recomendações para pesquisas futuras. / The search in the marketing field for an adequate metric for customer-centric companies, the customer equity is the approach that has brought the most interest by academics and executives. A promising field that makes possible links between marketing actions and the value of a company. Under this perspective, customers are company’s assets with the capability of generating future cash flows. The evaluation of customer equity not only permits access to intangibles assets of the company but also provides a more efficient way to manage a marketing area. This dissertation tests the strength of the relationship between customer equity and the market value of a company by applying two models to valuate customer equity: static and dynamic proposed by Gupta, Lehmann and Stuart (2004). For that, it was conducted a longitudinal study with secondary data from communication corporations in Brazil. The result showed a high correlation between customer equity and the market value of corporations. It was also analyzed the relationship with the other assets of the company and the capability of predicting the value of customer equity. The findings are being discussed as well as the managerial implications and recommendations for future research.

Na busca da área de marketing, pela métrica adequada para a empresa com a gestão centrada no cliente, o valor do cliente (customer equity) é a abordagem que tem despertado mais interesse por parte da academia e dos executivos – um campo promissor, que possibilita a ligação das ações de marketing com o valor da empresa. Sob essa perspectiva, os clientes são ativos da empresa com capacidade de gerar fluxos de caixa futuros. A avaliação do valor do cliente (customer equity) permite o acesso aos ativos intangíveis da empresa, além de propiciar uma gestão mais eficiente da área de marketing. Desta forma, esta dissertação testa a força da relação entre o valor do cliente e o valor de mercado da empresa, através da aplicação de dois modelos de valor do cliente (customer equity): o estático e dinâmico proposto por Gupta, Lehmann e Stuart (2004).Para tanto, foi conduzido um estudo longitudinal com dados secundários de empresas do setor de comunicação do mercado brasileiro. Como resultado, foi comprovado o forte poder de associação entre o valor do cliente (customer equity) e o valor de mercado da empresa. Outrossim, são analisadas as relações com os demais ativos da empresa e a capacidade de predição do valor do cliente (customer equity). Os resultados obtidos são discutidos, bem como as implicações gerenciais e recomendações para pesquisas futuras. / The search in the marketing field for an adequate metric for customer-centric companies, the customer equity is the approach that has brought the most interest by academics and executives. A promising field that makes possible links between marketing actions and the value of a company. Under this perspective, customers are company’s assets with the capability of generating future cash flows. The evaluation of customer equity not only permits access to intangibles assets of the company but also provides a more efficient way to manage a marketing area. This dissertation tests the strength of the relationship between customer equity and the market value of a company by applying two models to valuate customer equity: static and dynamic proposed by Gupta, Lehmann and Stuart (2004). For that, it was conducted a longitudinal study with secondary data from communication corporations in Brazil. The result showed a high correlation between customer equity and the market value of corporations. It was also analyzed the relationship with the other assets of the company and the capability of predicting the value of customer equity. The findings are being discussed as well as the managerial implications and recommendations for future research.

Managers and researchers have become increasingly interested in linking marketing activities to firm financial performance. That is, they desire to make marketing more financially accountable. One approach to achieving this goal has been to “valuate” customers to determine their degrees of profitability over the lifetime of their relationships with firms. However, traditional customer valuation techniques are largely based on quantitative factors and do not account for softer measures such as a customer’s behavior and performance both during and after service encounters. Additionally, while customer profitability is commonly valuated, employees are not generally assessed in this manner in profit linkage frameworks. This indicates that employee factors have not been deemed to have an equivalent, direct impact on the bottom line. Instead, if included at all, employee factors have mainly been positioned as antecedents to customer factors in past linkage models. Because both customers and employees play essential roles in determining the success of service encounters, both customer and employee factors should be fully considered before profitability is determined. In this dissertation, an innovative theoretical model is presented in which past profit linkage research is extended to include nonfinancial considerations. This research merges traditional financial valuation methods with nonfinancial metrics to assess organizational performance. Furthermore, a conceptually parallel framework is developed in which both employee and customer factors are hypothesized as links through which service encounter dynamics can be connected to firm financial performance. This research examines the linkages between service interactions, customer and employee outcomes, and overall financial performance. Within the contexts of two studies, the overall structural model is dissected into comparable performance models and examined within the retail banking and computer services industries. The overall empirical findings provide some evidence of a positive flow of interconnected relationships between service encounter dynamics and firm financial performance. Accordingly, this research presents some indication of the importance of service encounters as antecedents to outcome behaviors that have critical financial consequences.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2017 / Customer lifetime value (CLV) is important for all businesses. Increased customer lifetime value means increased profit, so it is in a company’s interest to increase customer lifetime value as much as possible through any appropriate methods. The relationship between post-purchase dissonance and customer lifetime value has not been explored in the studied literature but it has been found that, when dissonance is cause by a consumer’s experience of a product not living up to their expectations, loyalty decreases. This led the researcher to hypothesise a correlation between dissonance and customer lifetime value, which this study aimed to investigate. The research was conducted in the South African car industry and aimed to add the existing knowledge and, practically, to inform businesses whether taking action to decrease dissonance would have a significant positive effect on customer lifetime value, thereby better informing marketing strategies and budgets to have the most beneficial outcome. Using the data set of 116 respondents from around South Africa from a variety of age groups, the data collected was analysed to assess the potential relationships. / GR2017

Thesis submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing March 2016 / The banking industry is adopting a holistic and customer centric approach in order to match the evolving customer banking preferences; this study has set out to examine Customer Equity as an antecedent of Perceived Brand Authenticity and Purchase Intentions amongst the South African youth in the banking sector using Social Exchange Theory and the Theory of Planned Behaviour. An empirical model was conceptualised to examine the relationships between Customer Equity and Perceived Brand Authenticity on purchase intentions. Four research hypotheses were developed and a data set of 253 was collected from a sample of Witwatersrand students to empirically test these hypotheses using Structural Equation Modelling (Amos 22 and SPSS). The findings indicated that from the relationship between Customer Equity and Perceived Brand Authenticity, Value Equity and Brand Equity had a significant and positive effect, however Relationship Equity had no significant influence. The relationship between Perceived Brand Authenticity and Purchase Intentions had significant positive effects. The findings from this study provide useful contributions to practitioners measuring marketing efforts and maximising Customer Equity in the banking industry and builds on existing literature on the Customer Equity framework in the South African context. Recommendations are outlined and future research direction is suggested. / GR2018

Purpose: The purpose of this study is to investigate the influence of social media marketing activities on customer equity and how that drive affects purchase intention in the context of the hotel industry with the perspective of Y-Generation. Design/methodology/approach: An explanatory, deductive, quantitative research approach and cross-sectional research design were utilized within this research, where self-completed questionnaires were distributed online with a number of 136 valid responses collected. Findings: The research found that social media marketing activities positively affected customer equity in the context of hotel industry. Brand equity and relationship equity had positive influence on customer’s purchase intention. Finally, information richness negatively moderated the relationship between social media marketing activities and purchase intention. Research implications/limitations: The main implication of this research is social media marketing activities should be utilized as an effective marketing strategy to enhance customer equity. In addition, for hotel managers, creating emotional tie with brands and building bond with customers are supposed to take priority. The main limitation of this research is the language barriers and the research is considered not to be generalized since most respondents are students. Future research: Further research could investigate how social media marketing activities influence other industries and also investigate other different consumer groups such as X-Generation. Sociodemographic variables such as gender, income, backgrounds could be used as moderators in future. Cultural difference is  interesting to go depth regarding to this topic.