Three Essays on Risk-adjusted Customer Lifetime Value and Returns to Search

Three Essays on Risk-adjusted Customer Lifetime Value and Returns to Search

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The third essay deals with consumer search for information and measuring the returns to search. In the past, results regarding the gains to search have been unclear and measures of returns to search have either been subjective or limited to price reductions. In this essay, we provide a more comprehensive approach to measuring returns to search. We measure returns to search in terms of the ability of consumers in buying a better quality product. We use Data Envelopment Analysis (DEA) to estimate our conceptual model of returns to search. Our findings indicate that Internet users and more experienced and educated consumers tend to make more efficient choices while consumer efficiency goes down with age.In this essay, we provide a more comprehensive approach to measuring returns to search. We measure returns to search in terms of the ability of consumers in buying a better quality product.


Title:Three Essays on Risk-adjusted Customer Lifetime Value and Returns to Search
Author: Shweta Singh
Publisher:ProQuest - 2008
ISBN-13:

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