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The role of customer relationship management (CRM) to develop lifetime customer profitability analysis model (LCPAM) : a case study of Australia

journal contribution
posted on 2017-12-06, 00:00 authored by Mohammed ZamanMohammed Zaman
The paper examined the role of customer relationship management (CRM) to develop lifetime customer profitability analysis model of a major multinational Australian retail bank using case study research approach. The current system limits the bank to use effectively customer profitability information to support its marketing strategy which the paper suggests to be based on market segmentation, extensive use of activity based costing (ABC) and calculating customer relationship revenues and relationship costs. A hypothesized LCPAM model was developed after reviewing the existing literature and the model was revised based on the comments from the participants. The revised model has contributed to the literature with the discovery of some new drivers of revenues and costs. The revised model if implemented will improve the lifetime customer profitability analysis system in retail banks. The model has also implications for further research by other researchers in the new area of amalgamating relationship management and management accounting.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Volume

8

Issue

3

Start Page

209

End Page

222

Number of Pages

14

ISSN

1544-8037

Location

USA

Publisher

International Academy of Business and Economics

Language

en-aus

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

Faculty of Business and Informatics; TBA Research Institute;

Era Eligible

  • Yes

Journal

Journal of international business and economics.

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