Hoofdstuk 5 Conclusies en aanbevelingen
5.4 Aanbevelingen toekomstig academisch onderzoek
In deze subparagraaf komen de aanbevelingen voor toekomstig academisch onderzoek aan bod. Een eerste aanbeveling voor toekomstig academisch onderzoek is dat de onderzoeker er
rekening mee moet houden dat bedrijven uit bepaalde sectoren relatief vaker database marketing activiteiten uitvoeren en tevens relatief vaak bereid zijn mee te werken aan een onderzoek op deze gebieden. Wanneer de onderzoeker dit in ogenschouw houdt, kan er een evenwichtige verdeling van de responderende bedrijven over de verschillende sectoren binnen het Nederlandse bedrijfsleven bereikt worden. Aan de hand hiervan wordt de representativiteit van het toekomstige academische onderzoek gewaarborgd.
Eén vraag in het huidige onderzoek leverde niet de gewenste empirische resultaten op, namelijk de volgende vraag: ‘Welke informatie over de individuele klant is er vanuit de
praktijk verder benodigd om het gebruik van de voorspelling van de CLV van de individuele klant binnen de bedrijfsvoering verder te bevorderen/ verbeteren?’. De vraag moet in
toekomstig onderzoek anders worden geformuleerd zodat een onjuiste interpretatie
voorkomen wordt. De opnieuw geformuleerde vraag moet middels een pre-test getest worden op de duidelijkheid en begrijpbaarheid. Dit is de tweede aanbeveling voor toekomstig
academisch onderzoek.
In het huidige onderzoek is de indirecte waarde van de individuele klant voor het bedrijf achterwege gelaten bij de voorspelling van de CLV van de desbetreffende klant. In enkele recente academische studies komt naar voren dat de indirecte waarde, in de zin van mond-op-mond effecten en referrals, van een klant mee genomen dient te worden bij de vaststelling van de CLV van de desbetreffende klant (Hogan, Lemon & Libai, 2003; Lee, Lee & Feick, 2006). De derde aanbeveling voor toekomstig academisch onderzoek houdt dan ook in dat er rekening gehouden dient te worden met de indirecte waarde van de individuele klant voor het bedrijf.
Er is gebleken in het huidige onderzoek dat bedrijven die veel gebruik maken van direct marketing (meer dan één keer per week) relatief vaker behoefte hebben aan meer empirisch bewijs van het nut van de voorspelling van de CLV van de individuele klant voor multichannel shopping. De vierde aanbeveling voor toekomstig academisch onderzoek is dan ook dat dit verband uitgebreider beschreven en onderzocht wordt.
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