%0 Journal Article
%T Leveraging Customer Lifetime Value (CLV) for Strategic Marketing and Financial Performance Optimization
%A Henrique Moreira
%A Isabela Silva
%A Roberto Barros
%A Jéssica Oliveira
%J Asian Journal of Individual and Organizational Behavior
%@ 3108-4192
%D 2024
%V 4
%N 1
%R 10.51847/jEdGeQkE6m
%P 96-108
%X This research investigates how Customer Lifetime Value (CLV) and strategic marketing practices collectively influence the financial performance of organizations. The study adopts a mixed-methods approach, integrating quantitative analysis of customer transaction data with qualitative insights from a structured questionnaire to provide a comprehensive understanding. Out of 375 invited participants, 332 responses were deemed valid for analysis. Findings reveal that customers perceive CLV-related factors positively, showing strong agreement with initiatives such as product alignment, long-term engagement, loyalty programs, repeat purchases, and customer-focused services. The study demonstrates that CLV significantly impacts key financial outcomes, particularly market valuation as reflected in the P/E ratio. Based on these insights, organizations are advised to enhance customer relationship management, optimize marketing strategies, and maintain financial robustness to strengthen customer confidence and drive sustainable financial performance.


 

%U https://apsshs.com/article/leveraging-customer-lifetime-value-clv-for-strategic-marketing-and-financial-performance-optimizat-0jviyg3amn77rj2