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Journal of Service Research
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From Customer Lifetime Value to Shareholder Value

Theory, Empirical Evidence, and Issues for Future Research

Paul D. Berger

Boston University

Naras Eechambadi

Quaero Corporation

Morris George

University of Connecticut

Donald R. Lehmann

Columbia University

Ross Rizley

Marketing Science Institute

Rajkumar Venkatesan

University of Virginia

The authors propose a chain of effects framework for understanding how customer lifetime value (CLV) affects shareholder value (SHV). In the chain of effects framework, the authors propose that CLV serves as an intermediary in the relationship between firm actions and SHV. They also introduce the notion of the "prescient" value of CLV called CLV-P, which captures the impact on CLV from future modifications to a firm’s business model as well as competitive reactions. Finally, they identify econometric and data-related challenges in establishing the link, which suggest directions for future research.

Key Words: customer lifetime value • shareholder value • customer relationship management

Journal of Service Research, Vol. 9, No. 2, 156-167 (2006)
DOI: 10.1177/1094670506293569
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