Abstract :

Customer Lifetime Value (CLV) is a critical metric for understanding the long-term profitability of customer relationships in the banking sector, particularly for Small and Medium Enterprises (SMEs). This study explores the role of CLV in enhancing brand loyalty, customer retention, and strategic growth for Septemberbank in the West Java region. By integrating branding theories, relationship trust models, and qualitative insights from Septemberbank’s internal and external stakeholders, this paper identifies key drivers that influence CLV and proposes actionable strategies for maximizing customer lifetime revenue. The research employs a qualitative descriptive approach, including semi-structured interviews with SME clients and internal banking personnel, alongside secondary data analysis. Findings highlight the importance of trust, personalized services, and structured referral programs in building long-term relationships with SME customers, thereby increasing their lifetime value to the bank.

---

Keywords :

Branding Strategy, Customer Lifetime Value, Referral Marketing, Relationship Trust, SME Banking.

---

References :

1. Biyalogorsky, E., Gerstner, E., & Libai, B. (2001). Customer Referral Management: Optimal Reward Programs.Marketing Science, 20(1), 82-95. https://doi.org/10.1287/mksc.20.1.82.10197Tavel, P. 2007 Modeling and Simulation Design. AK Peters Ltd.
2. Gupta, S., & Lehmann, D. R. (2003). Customer Lifetime Value as a Metric for Marketing.Journal of Marketing Research, 41(1), 77-89. https://doi.org/10.1509/jmkr.41.1.77.25084
3. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
4. Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
5. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative Model of Organizational Trust. Academy of Management Review, 20(3), 709-734. https://doi.org/10.5465/amr.1995.9508080335
6. Merriam, S. B., & Tisdell, E. J. (2016).Qualitative Research: A Guide to Design and Implementation. Jossey-Bass.
7. Kvale, S., & Brinkmann, S. (2009).Interviews: Learning the Craft of Qualitative Research Interviewing. Sage Publications.
8. Saunders, M., Lewis, P., & Thornhill, A. (2019).Research Methods for Business Students. Pearson Education.
9. Porter, M. E. (1980).Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.
10. Grant, R. M. (2016).Contemporary Strategy Analysis. John Wiley & Sons.
11. Yin, R. K. (2018).Case Study Research and Applications: Design and Methods. Sage Publications.
12. Hogan, J. E., Lemon, K. N., & Rust, R. T. (2002).Customer Equity Management: Charting New Directions for the Future of Marketing. Journal of Service Research, 5(1), 4-12. https://doi.org/10.1177/1094670502005001002
13. Kumar, V., & Reinartz, W. (2016).Creating Enduring Customer Value. Journal of Marketing, 80(6), 36-68. https://doi.org/10.1509/jm.15.0414
14. Kumar, V., Petersen, J. A., & Leone, R. P. (2013).Defining, Measuring, and Managing Business Reference Value. Journal of Marketing, 77(1), 68-86. https://doi.org/10.1509/jm.11.0423
15. Libai, B., Muller, E., & Peres, R. (2003).The Diffusion of Services. Journal of Marketing Research, 40(3), 412-429. https://doi.org/10.1509/jmkr.40.3.412.19236
16. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995).An Integrative Model of Organizational Trust. Academy of Management Review, 20(3), 709-734. https://doi.org/10.5465/amr.1995.9508080335
17. Reinartz, W. J., & Kumar, V. (2003).The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration. Journal of Marketing, 67(1), 77-99. https://doi.org/10.1509/jmkg.67.1.77.18589
18. T. Yu, M.F. Lau, “A comparison of MC/DC, MUMCUT and several other coverage criteria for logical decisions”, Journal of Systems and Software, 2005, in press.
19. Spector, A. Z. 1989. Achieving application requirements. In Distributed Systems, S. Mullende
20. Forman, G. 2003. An extensive empirical study of feature selection metrics for text classification. J. Mach. Learn. Res. 3 (Mar. 2003), 1289-1305.
21. Fröhlich, B. and Plate, J. 2000. The cubic mouse: a new device for three-dimensional input. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems.
22. Bowman, M., Debray, S. K., and Peterson, L. L. 1993. Reasoning about naming systems.