Measuring and Predicting Customer Lifetime Value in Customer Loyalty Analysis: A Knowledge Management Perspective (A Case Study on an e-Retailer)

Modern business organizations have appreciated the significance of having competitive advantage through the delivery of continuous improvement towards the customers, and being knowledge-oriented. Indisputably, Knowledge Management (KM) plays a key role in the success of Customer Relationship Management (CRM). In this regard, Customer Knowledge Management (CKM) is a newly developed concept that deals with knowledge from customers rather than knowledge about customers. However, little research has been done on the application of CKM in e-business. In this paper, after an overview of the literature, an application ofCKM in Customer Lifetime Value (CLV) measurement is studied in an e-retailer case where Corporate Image and Reputation are taken into consideration.