Customer is one of the most important profit resources for a firm. It is increasingly apparent that management will make a decision by customer value. This research focuses on the most critical aspect of a firm: customer lifetime value. It is used to valuing customer lifetime value by discount cash flow approach. This research uses the real option approach (ROA) and connects the concept of customer lifetime value in marketing to build a new valuation model. Real option approach is a new method for estimating the value. It resolves some disadvantage which traditional financial models such as discount cash flow approach can not value the managerial flexibility.
In practice, management has many options. These options provide flexibility that adds to the value of customers. The customer investment (e.g., service and advertising) can be deferred at the design phase and under uncertainty, it can be expanded or extended if it does better than expected, or abandoned if it gets worse. There are various types of options that are related to valuing customers, such as deferral, abandonment, expansion, and contraction of investment.
This research provides good solution to value customer lifetime value by using real option approach and uses bank wealth management programs as practice evidence. This research builds a fitness model to value managerial flexibility. This research finds out that the domestic banks original set up the VIP migration boundary according to American experience are unreasonable and should be adjusted. Besides, when domestic banks set up the VIP migration boundary, the most important factor they should consider is deposit growth rate instead American experience. Finally, the practice evidence of the influence the expected factors on VIP migration boundary confirms with this research¡¦s expectation.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0613105-104920 |
| Date | 13 June 2005 |
| Creators | Ho, Ming-feng |
| Contributors | Miao-ling Chen, Huei-mei Liang, Jen-jsung Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0613105-104920 |
| Rights | not_available, Copyright information available at source archive |
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