Retention · Empirical analysis of consumer-packaged-goods customer purchase/loyalty data.
Customer Loyalty and Lifetime Value: An Empirical Investigation of Consumer Packaged Goods
Journal of Marketing Theory and Practice · 2010
Summary
The study evaluates loyalty as a customer-selection and marketing-resource-allocation metric and reports that loyalty is positively associated with customer revenue and retention.
For your marketing
Possible founder application
Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.
Reported result
What the study found
The study evaluates loyalty as a customer-selection and marketing-resource-allocation metric and reports that loyalty is positively associated with customer revenue and retention.
Research question
What the authors investigated
Is customer loyalty useful for predicting customer revenue and retention and for selecting customers for resource allocation?
Design
Empirical analysis of consumer-packaged-goods customer purchase/loyalty data.
Sample and setting
Consumer packaged goods customers; accessible repository copy is a publisher-author manuscript.
Scope and transfer
Limitations to keep in view
The CPG context and observational loyalty measures limit direct transfer to contractual SaaS churn; the accessible abstract does not establish causal effects.
Research sources
Ohio State repository search result states the positive revenue and retention association and provides the full-text URL. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.