Teoría de la incertidumbre aplicada al valor del cliente en situaciones contractuales con intervalos de confianza

Abstract

The Customer Lifetime Value (CLV) concept has been highly purposed in many reseaxches in the marketing area since long time ago. Almost all of them tend to be based on determinist or stochastic assumptions when measuring magnitudes or events which have to do with CLV estimates. Often, the Customer Lifetime Valuation (CLV) involves magnitudes that link to the future by the running environment, its mutability and uncertainty, and this turn out the results to be too accurate. Kaufman and Gil Aluja (1986), who are the two most well known European investigators, have carried out researches into several operative management techniques, stood by the following statement "Most of our traditional tools for formal modelling, reasoning, and computing are crisp, deterministic and precise in character". Then traditional modelling with precise data can not necessarily mean to be accurate. In this study the authors will deal with some useful directions for uncertainty data, fuzzy data to stand out more accurate according to the reality. Two different Customer Lifetime Value (CLV) models with a least structured uncertainty theory tool will be introduced as well as security intervals that are connected to uncertain magnitudes in the CLV estimation.