Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case

Detalhes bibliográficos
Autor(a) principal: Ferreira, Jorge Brantes
Data de Publicação: 2012
Outros Autores: Freitas, Angilberto Sabino de, Giovannini, Cristiane Junqueira
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/11962
Resumo: The objective of this study is to evaluate customer value for a mobile operator (VIVO), based on the Customer Lifetime Value model (CLV), with the purpose of analyzing how the Brazilian mobile operators‟ industry evaluates its customers and the impact this evaluation might have on retaining customers, especially among those considered to be highly valuable. Supported by the company's annual report and internally collected data, CLV calculations were developed in order to understand how the company's handset subsidies policy could be structured around customer value. The results of this case study show clear differences in value between customer segments, indicating that visions of value and customer management present in the literature are important steps to increase a firm's value strategic management.
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spelling Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo CaseCustomer Lifetime Value: Análise do Valor do Cliente em uma Operadora de Telefonia Celular – O Caso VivoCustomer Lifetime Value; Mobile Operator; Mobile Phone; Customer retention; Firm's value.Customer Lifetime Value; Telefonia celular; retenção de clientes; valor da firmaThe objective of this study is to evaluate customer value for a mobile operator (VIVO), based on the Customer Lifetime Value model (CLV), with the purpose of analyzing how the Brazilian mobile operators‟ industry evaluates its customers and the impact this evaluation might have on retaining customers, especially among those considered to be highly valuable. Supported by the company's annual report and internally collected data, CLV calculations were developed in order to understand how the company's handset subsidies policy could be structured around customer value. The results of this case study show clear differences in value between customer segments, indicating that visions of value and customer management present in the literature are important steps to increase a firm's value strategic management.O objetivo deste trabalho avaliar o valor do cliente para uma empresa de telefonia celular, no caso a VIVO, com base nos modelos de valorao de clientes (CLV - Customer Lifetime Value), buscando analisar como o setor de telefonia celular do Brasil avalia seus clientes e qual impacto que isso poderia ter em aes de reteno de clientes, preferencialmente os de alto valor. Com base no relatrio anual da empresa e em dados coletados internamente, desenvolveram-se os clculos pertinentes ao CLV, com o intuito de compreender como a poltica de subsdios de aparelhos da empresa pode ser estruturada em torno do conhecimento do valor do cliente. Os resultados do estudo de caso deixam claras as diferenas de valor entre cada segmento de clientes, mostrando que a viso de valor e gerenciamento do cliente presente na literatura um passo importante para uma melhor gesto estratgica do valor da firma. DOI: 10.5585/remark.v11i3.2352Universidade Nove de Julho - Uninove2012-12-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1196210.5585/remark.v11i3.2352ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 75-1002177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11962/5586Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessFerreira, Jorge BrantesFreitas, Angilberto Sabino deGiovannini, Cristiane Junqueira2019-06-21T15:21:17Zoai:https://periodicos.uninove.br:article/11962Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T15:21:17REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
Customer Lifetime Value: Análise do Valor do Cliente em uma Operadora de Telefonia Celular – O Caso Vivo
title Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
spellingShingle Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
Ferreira, Jorge Brantes
Customer Lifetime Value; Mobile Operator; Mobile Phone; Customer retention; Firm's value.
Customer Lifetime Value; Telefonia celular; retenção de clientes; valor da firma
title_short Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
title_full Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
title_fullStr Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
title_full_unstemmed Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
title_sort Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
author Ferreira, Jorge Brantes
author_facet Ferreira, Jorge Brantes
Freitas, Angilberto Sabino de
Giovannini, Cristiane Junqueira
author_role author
author2 Freitas, Angilberto Sabino de
Giovannini, Cristiane Junqueira
author2_role author
author
dc.contributor.author.fl_str_mv Ferreira, Jorge Brantes
Freitas, Angilberto Sabino de
Giovannini, Cristiane Junqueira
dc.subject.por.fl_str_mv Customer Lifetime Value; Mobile Operator; Mobile Phone; Customer retention; Firm's value.
Customer Lifetime Value; Telefonia celular; retenção de clientes; valor da firma
topic Customer Lifetime Value; Mobile Operator; Mobile Phone; Customer retention; Firm's value.
Customer Lifetime Value; Telefonia celular; retenção de clientes; valor da firma
description The objective of this study is to evaluate customer value for a mobile operator (VIVO), based on the Customer Lifetime Value model (CLV), with the purpose of analyzing how the Brazilian mobile operators‟ industry evaluates its customers and the impact this evaluation might have on retaining customers, especially among those considered to be highly valuable. Supported by the company's annual report and internally collected data, CLV calculations were developed in order to understand how the company's handset subsidies policy could be structured around customer value. The results of this case study show clear differences in value between customer segments, indicating that visions of value and customer management present in the literature are important steps to increase a firm's value strategic management.
publishDate 2012
dc.date.none.fl_str_mv 2012-12-26
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/11962
10.5585/remark.v11i3.2352
url https://periodicos.uninove.br/remark/article/view/11962
identifier_str_mv 10.5585/remark.v11i3.2352
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/11962/5586
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 75-100
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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