A research seminar
The Research Centre of the Faculty of Economics cordially invites you to a research seminar on Wednesday, 15th October 2014 at 12 a.m. in room P-109 at the Faculty of Economics, University of Ljubljana.
Richard R. Perdue, Professor and Department Chair, Department of Hospitality and Tourism Management, United States will present the article:
“CUSTOMER LIFETIME VALUE FOR HOSPITALITY BUSINESSES: A MEASUREMENT INSTRUMENT ”
“This study creates and validates an attitudinal measure of customer lifetime value in hospitality businesses. It has long been acknowledged that customer lifetime value both provides evidence of the effectiveness of a firm’s marketing activities and relates to a firm’s net worth. Yet the existing measures are largely uni-dimensional, economic measures which do not adequately measure either the dimensions or strength of the relationship between a firm and its customers or the relationship between a firm’s marketing activities and financial success. The purpose of this paper is to address this gap in the literature by proposing a multi-dimensional, attitudinal measure of customer lifetime value. The theoretical background of customer lifetime value is followed by a systematic scale development process. The results produce two concise scales: (1) 17 items that represent the six dimensions of customer lifetime value in the restaurant industry and (2) 19 items that represent the six dimensions of customer lifetime value in the hotel industry. To examine nomological validity of the new scale, the relationships between the proposed scale and firm net worth, customer equity, and service quality were tested, revealing that the six dimensions (‘engagement’, ‘commitment’, ‘cross-buying’, ‘word of mouth’, ‘motivation’, and ‘customer defection’) reflect customers’ attitudes concerning their lifetime commitment to a hospitality firm, thus affecting its long-term financial performance. Theoretical and managerial implications are discussed.”
You can register for the free seminar by phone (01) 58-92-490, or via e-mail: research.seminars@ef.uni-lj.si by Tuesday, 14th October 2014.
We look forward to seeing you!
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