고객생애가치 측정모형의 B2B 비즈니스 적용연구

This research applies Blattberg’s CE (customer equity) model to B2B business context. Through the model we estimate customer lifetime value of a Korean semiconductor manufacturer. The results show that Blattberg model has limiting applicability to B2B business context. To overcome the limits, several suggestions were made. The main suggestion was predicting maintenance costs for different customers groups and including decision variables regarding marketing costs that would help building a differentiated CE model for the B2B business context.