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Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2017 / Cilt: 9 - Sayı: 2

Hizmet Firmaları İçin Müşteri Yaşamboyu Değeri Modellemesine İlişkin Bir Yaklaşım

An Approach to Customer Lifetime Value Modeling for Service Firms1

Hüseyin Erbil ÖZYÖRÜK
Bahtışen KAVAK
Pages
221–255
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the coefficients of the utility function generated, flight route and online ticket sales and reservation, which are components of marketing mix element “Place” and brand image which is a component of marketing mix element “Promotion” contributes more to customer utility than other components

📌 3 Key Takeaways

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Objective & Hypothesis:In this study, it is aimed to develop an approach to customer lifetime value calculation and in this context individual brand switching matrices are formed.
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Key Findings & Data:The model is specified at service firms and airline industry is selected as the workshop sector of the study.
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Conclusion & Impact:According to the coefficients of the utility function generated, flight route and online ticket sales and reservation, which are components of marketing mix element “Place” and brand image which is a component of marketing mix element “Promotion” contributes more to customer utility than other components
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

In this study, it is aimed to develop an approach to customer lifetime value calculation and in this context individual brand switching matrices are formed. The model is specified at service firms and airline industry is selected as the workshop sector of the study. To be able to form the individual brand switching matrices by using marketing mix elements, the components of marketing mix elements of airline industry are attempted to be identified. According to the coefficients of the utility function generated, flight route and online ticket sales and reservation, which are components of marketing mix element “Place” and brand image which is a component of marketing mix element “Promotion” contributes more to customer utility than other components

Özet

Bu çalışmada, müşteri yaşam boyu değerinin hesaplanmasına ilişkin bir yaklaşım geliştirilmeye çalışılmış ve bu bağlamda bireysel marka değiştirme matrisleri oluşturulmuştur. Model hizmet firmalarına yönelik olup havayolu sektörü çalışmanın uygulama alanı olarak seçilmiştir. Pazarlama karması kullanılarak bireysel marka değiştirme matrislerinin oluşturulabilmesi için, havayolu sektörünün pazarlama karmasını oluşturan bileşenler belirlenmeye çalışılmıştır. Çalışmada ortaya konan fayda fonksiyonuna göre, pazarlama karmasının "dağıtım" öğesinin uçuş rotası ve internet üzerinden bilet satışı bileşenleri ile "tutundurma" öğesinin marka imajı bileşeninin müşteri faydasına olan katkılarının diğer bileşenlerden fazla olduğu görülmüştür

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Cite This Article

ÖZYÖRÜK, H. E., KAVAK, B. (2017). Hizmet Firmaları İçin Müşteri Yaşamboyu Değeri Modellemesine İlişkin Bir Yaklaşım. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 9 - Sayı: 2, 221–255. https://ajindex.com/articles/418825

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