A conceptual framework for customer  value management

Ana Pedreño-Santos; Jesús García-Madariaga

doi:10.51302/marketing.2022.806

Autores/as

Ana Pedreño-Santos Doctora en Maketing. Universidad Complutense de Madrid (España) https://orcid.org/0000-0002-9230-7872
Jesús García-Madariaga Doctor en Maketing. Universidad Complutense de Madrid (España) https://orcid.org/0000-0002-9073-0482

DOI:

https://doi.org/10.51302/marketing.2022.806

Palabras clave:

valor del cliente, vida del cliente, fidelización, retención, variables de marketing, valor percibido, intención de compra, satisfacción, costes de cambio

Resumen

El saber cómo las variables de marketing afectan al valor del cliente es un conocimiento imprescindible para que la empresa pueda orientarse al compromiso (engagement) mejorando la eficacia de sus inversiones, tanto en captación como en retención. Sin embargo, los estudios empíricos de estas variables están muy fragmentados; acceder a este conocimiento es una tarea ardua y muy compleja para los gerentes y los investigadores de marketing.

Utilizando la literatura de marketing relacional como base teórica de esta investigación, este estudio repasa la investigación empírica de las variables de marketing, desde la perspectiva de valor para el cliente. En primer lugar, describimos las relaciones más relevantes entre cada variable y el valor del cliente. A continuación, presentamos un marco de las relaciones observadas entre las variables. Por último, damos algunas pautas para gestionar las variables de marketing de forma unitaria, considerando que las estrategias y los presupuestos de captación y retención deben considerarse conjuntamente. El marco propuesto muestra cómo el valor del cliente pasa necesariamente por la vida del cliente en la empresa y principalmente a través de cuatro predictores: el valor percibido, la intención de compra, la satisfacción y los costes de cambio. Este marco puede ser utilizado por empresarios y directores de marketing como una hoja de ruta hacia el valor del cliente, facilitando la comprensión de la importancia de las variables de marketing que predicen el valor del cliente y sus relaciones subyacentes.

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Biografía del autor/a

Ana Pedreño-Santos, Doctora en Maketing. Universidad Complutense de Madrid (España)

Is Associate Professor at the Business and Economics Faculty of the Universidad Complutense of Madrid, Spain. Ph.D. in Marketing and member of the University Research team “Markco2”. She has also an extensive experience as Marketing Manager in different International Companies as well as in Marketing and Media Consulting Agencies. Refereed international journals where her research has been published are Technological and Economic Development of Economy, Journal of Communication Management and Services Marketing Quarterly.

Jesús García-Madariaga, Doctor en Maketing. Universidad Complutense de Madrid (España)

Is Full Professor, Chair of the Marketing department at Universidad Complutense of Madrid and Head of the University Research team “Markco2”. His research has been published in refereed international journals, including Decision Support Systems, Journal of Heritage Tourism, Physiology & Behavior, Technological and Economic Development of Economy, Journal of Retailing and Consumer Services, Journal of Communication Management and Journal of Business Ethics. He is Editor in Chief for International Journal of Internet Marketing and Advertising (IJIMA) and member of the Scientific Committee of some others

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