Online Customer Value Structure: A Network Analysis Approach

摘要

Increasingly, customers use the internet as a vehicle for purchasing things. While customer value measurement is an important element in customer relationship management. Based on analyzing some typical models of customer value, the paper explores the advantages and limitations of current models and methods on customer value evaluation, and it focuses on the online customers' behavior and develops a model of online customer value. The framework of the model is consistent of historical value, current value and the future potential value of online customers.