The theoretical underpinnings of customer asset management: A framework and propositions for future research

Ruth N. Bolton, Katherine N. Lemon, Peter C. Verhoef

Research output: Contribution to journalReview article

396 Scopus citations

Abstract

Most research in customer asset management has focused on specific aspects of the value of the customer to the company. The purpose of this article is to propose an integrated framework, called CUSAMS (customer asset management of services), that enables service organizations (1) to make a comprehensive assessment of the value of their customer assets and (2) to understand the influence of marketing instruments on them. The foundation of the CUSAMS framework is a careful specification of key customer behaviors that reflect the length, depth, and breadth of the customer-service organization relationship: duration, usage, and cross-buying. This framework is the starting point for a set of propositions regarding how marketing instruments influence customer behavior within the relationship, thereby influencing the value of the customer asset. The framework and propositions provide the impetus for a research agenda that identifies critical issues in customer asset management.

Original languageEnglish (US)
Pages (from-to)271-292
Number of pages22
JournalJournal of the Academy of Marketing Science
Volume32
Issue number3
DOIs
StatePublished - Jun 1 2004
Externally publishedYes

Keywords

  • Cross-buying
  • Customer asset management
  • Customer behavior
  • Customer equity
  • Loyalty
  • Relationship marketing
  • Retention
  • Service usage
  • Services

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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