مجلة الإستراتيجية والتنمية
Volume 11, Numéro 4, Pages 511-529
The key purpose of this study is to determine the impact of customer value with its components (Functional value, Price and cost, Symbolic value and Experiential value) on the customer life value construction. Basing on existing literature about customer relationship management (CRM), the study tried to give more understanding to the CRM philosophy by testing the effects of the CRM components on the construction of the CLV element, also testing the correlation between these variables. The data were collected through a questionnaire survey consisting of a convenient sample of 153 smart phone consumers. The study has concluded that all CRM components (Functional value, Price and cost, Symbolic value and Experiential value) have a significant statistical effect on the construction of the CLV, and it explains 57.4% of its variability. The results also have proved a statistically significant correlation between these CRM components and CLV, but these correlations are not high.
Functional value ; Price and cost ; Symbolic value ; Experiential value ; Customer life value ; Customer value
فاطيمة الزهراء ابن سيرود
Said Houari Amel
Belkacem Bouzida Ismahane