Download This PaperCustomer Divestment
Journal of Relationship Marketing, 5(2/3), 71-85, 2006
16 Pages Posted: 20 Oct 2013 Last revised: 8 Nov 2013
Date Written: 2006
Abstract
Customer lifetime value (CLV) models are designed to identify high-value customers to be retained. By implication, the remaining customers must be divested. This aspect of CLV management, customer divestment, has not been addressed in research. In this paper we describe the process of customer divestment, report a framework enabling firms to implement customer divestment (Mittal, Sarkees, and Murshed, 2006), and identify key issues associated with the customer divestment process. In doing so, we formulate some key research questions and an agenda for future research.
Keywords: Customer divestment, customer lifetime value, customer relationship management
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