Analyzing the customer engagement value in the relationship lifecycle: A case study of Hiweb ADSL company subscribers

Customers not only buy products from a company but also create values for it in other ways. Nowadays, customer engagement is in the center of the attention of corporate executives so as to create value for their company. By motivating the customer and gaining customer engagement, companies increase customer life cycle, attract new customers, and improve their products and services with the least investment. In this research, using a dynamic model, the components of customer engagement value (i.e. CLV, CRV, CIV and CKV) were investigated during the customer lifecycle. The data were collected from 328 subscribers of Hiweb Company. To test the hypotheses, analysis of variance was done using the SPSS v.23 software. According to the findings of the research, the customer engagement value does not remain the same during the customer lifecycle; at each stage of the life cycle (i.e. acquisition, development, retention and attrition), different values are created for the company. This value at the stages of the acquisition and attrition of the relationship is the lowest, while it is the highest at the stages of development and retention of the relationship.