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 wherecorporate image and reputation are taken into consideration.