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Cited by 914

The DOI matches its Crossref record; 21 of the 21 references it cites were found in a registry or an index.

Customer Metrics and Their Impact on Financial Performance

Open access
Gupta, Sunil, Zeithaml, Valarie·2006·Marketing Science
DOI 10.1287/mksc.1060.0221
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Abstract

The need to understand the relationships among customer metrics and profitability has never been more critical. These relationships are pivotal to tracking and justifying firms’ marketing expenditures, which have come under increasing pressure. The objective of this paper is to integrate existing knowledge and research about the impact of customer metrics on firms’ financial performance. We investigate both unobservable or perceptual customer metrics (e.g., customer satisfaction) and observable or behavioral metrics (e.g., customer retention and lifetime value). We begin with an overview of unobservable and observable metrics, showing how they have been measured and modeled in research. We next offer nine empirical generalizations about the linkages between perceptual and behavioral metrics and their impact on financial performance. We conclude the paper with future research challenges.

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Metadata

Authors
Gupta, S., & Zeithaml, V.
Venue
Marketing Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
2006-11
Volume
25
Issue
6
Pages
718-739
ISSN
  • 0732-2399 (ISSN-L)
  • 1526-548X
DOI
10.1287/mksc.1060.0221
OpenAlex
W2115278118
Cited by
914
References
21
FWCI
93.85
Type
journal article
Language
en
Open access
green

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