TY  - JOUR
T1  - Leveraging Customer Lifetime Value (CLV) for Strategic Marketing and Financial Performance Optimization
A1  - Henrique Moreira
A1  - Isabela Silva
A1  - Roberto Barros
A1  - Jéssica Oliveira
JF  - Asian Journal of Individual and Organizational Behavior
JO  - Asian J Indiv Organ Behav
SN  - 3108-4192
Y1  - 2024
VL  - 4
IS  - 1
DO  - 10.51847/jEdGeQkE6m
SP  - 96
EP  - 108
N2  - 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.


 

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