Acquisition and retention · Empirical analysis of consumer-packaged-goods customer purchase/loyalty data.
Customer Loyalty and Lifetime Value: An Empirical Investigation of Consumer Packaged Goods
Jason Q. Zhang, Ashutosh Dixit, Roberto Friedmann (2010). Customer Loyalty and Lifetime Value: An Empirical Investigation of Consumer Packaged Goods. Journal of Marketing Theory and Practice. https://doi.org/10.2753/MTP1069-6679180202.
Plain-English take
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: Use to frame a lifecycle hypothesis and define customer-level outcomes; check whether the study's market and retention horizon resemble yours.
How much weight to give this
2.5/5 Evidence needs cautious interpretation
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Empirical analysis of consumer-packaged-goods customer purchase/loyalty data.
Consumer packaged goods customers; accessible repository copy is a publisher-author manuscript.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
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.
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.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
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.
Evidence access
Publisher abstract/metadata retrieved; full text may require access.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.