Assessing the implications on performance when aligning customer lifetime value calculations with religious faith groups and afterlifetime values - a Socratic elenchus approach

Wilson, Jonathan A and Hollensen, Svend (2013) Assessing the implications on performance when aligning customer lifetime value calculations with religious faith groups and afterlifetime values - a Socratic elenchus approach. International Journal of Business Performance Management, 14 (1). p. 67. ISSN 1368-4892

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Abstract

Customer lifetime value (CLV) is an established relationship marketing-centric approach to evaluating performance: based upon the significance of a customer, and what resources should be allocated towards maintaining relations - beyond short-term transactional views. The conceptual argument presented in this paper contributes one very simple, yet significant argument, which is both transactional and relational. Namely, a large portion of humanity believes in a life beyond current existence - the afterlife. Therefore, death in the psyche of such a person does not terminate benefit seeking, and there is value in the afterlife. The aim here is to refine value-based calculations, drawing from varying religious perspectives: reincarnation, heaven, and enlightenment, amongst others. A particular focus has been given to Islamic schools of thought and practices, as a test case and in response to market growth and interest trends. The method adopted uses a conceptual Socratic elenchus approach - drawing from interpretive phenomenological analysis and syllogisms, building on allegorical anecdotal evidence. The paper ends with a proposal for a four-step managerial decision model that may reformulate branding strategies, based upon maximising the sum of CLV and customer afterlife time value (CALV).

Item Type: Article
Uncontrolled Keywords: marketing performance; performance measures; relationship marketing; consumer behaviour; customer lifetime value; CLV; faith based commerce; world religions; spirituality; branding; brand management strategy; Islam; Muslims; religious faith groups; afterlife; market growth; interpretive phenomenology; managerial decision making.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 28 Apr 2015 15:40
Last Modified: 28 Apr 2015 15:40
URI: http://eprints.glos.ac.uk/id/eprint/2146

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