Phase-type distribution of customer relationship with Markovian response and marketing expenditure decision on the customer lifetime value

In recent years, more and more companies have adopted relationship marketing (RM). At the core of RM is the development and maintenance of long-term relationships with valuable customers. In RM, the customer lifetime value (CLV) is the discounted profit streams of a customer across the entire customer life cycle. The CLV plays a key role in customer acquisition and retention decisions. In this paper, we present a general mathematical framework for RM, and introduce a Markov chain model which is appropriate in modeling RM because of its flexibility and probabilistic nature. We also develop the life distribution of the customer relationship, which is a phase-type distribution since it is the distribution of the first arrival stopping state. And we obtain the expectation of the CLV, which is an important statistic for good decision-making. Finally, we illustrate how to find the optimal remarketing policy numerically. The framework developed for RM systems in this paper should be seen as a practical approach to RM where one can directly apply the results of phase-type distribution and expectation of CLV to marketing decisions.