Shaw‐Ching Liu, Ben; Petruzzi, Nicholas C.; Sudharshan, D. - In: Journal of Services Marketing 21 (2007) 1, pp. 24-35
Purpose – The purpose of this paper is to apply customer lifetime value models to assess the overall value of the service encounter and to establish implications that such an assessment has for managing customer relationships under a fixed‐size salesforce. Design/methodology/approach –...