The antecedents of customer lifetime duration and discounted expected transactions: Discrete-time based transaction data analysis

Maintaining long-term customer relationships and increasing customer value are always the two crucial objectives in service management and relationship marketing. Both researchers and market practitioners are ardent on exploring and comprehending the drivers of customer lifetime duration and number of future transactions (discounted expected transactions). This study implements a probability model to estimate the lifetime duration and discounted expected transactions with relatively simple and standard discrete-time based transaction data which are easily approachable for managers, and identifies the relational and demographic factors that have significant contribution in the explanation of the variance in customer lifetime duration and discounted expected transactions. Several important managerial implications are discussed to offer some insights to marketing managers and decision makers.