MBA Open Lecture: Determining the Customer Lifetime Value


AAU’s School of Business Administration and Chapman University invite you to an online MBA Open Lecture. This lecture is open to the public and will be hosted by Chapman MBA lecturer, Dr. Prashanth Nyer, Ph.D.

About the lecturer:

Prashanth holds a bachelor’s degree in electrical engineering and a masters and PhD (University of Michigan, Ann Arbor; 1994) in business administration. His research focus is on consumer satisfaction and other aspects of consumer behavior including attitude change, public commitment, and cross-cultural differences in consumer behavior. He is a highly cited scholar and his research has been published in various journals. He has worked in product management in the consumer products and industrial electronics industries.

About the topic:

  • How much time, money and effort should a business spend to retain a customer who might otherwise defect to a competitor?
  • How much is an average customer of your business worth to you over his or her lifetime as a customer of your business? 

These are some questions which we will attempt to answer by reviewing one way in which businesses can estimate the value of a customer.

The MBA Open lecture will be streamed live on Zoom. How to register:

  • Send an e-mail to to receive a link to the Zoom meeting. 

We look forward to seeing you all!