Customer Lifetime Value: Value Analysis of Customers for a Cellular Phone Operator - The Vivo Case
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | , |
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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REMark - Revista Brasileira de Marketing |
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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 |
_version_ |
1799138640953081856 |