Exploring the potential of customer accounting: a synthesis of the accounting and marketing literatures

• DOI: 10.1362/026725708x345515
• Publication Date: 2008-10-02T01:43:03Z
• Authors: Lisa McManus; Chris Guilding
• Keywords: Customer accounting; Marketing; Customer loyalty; Customer satisfaction; Customer profitability; 0502 economics and business; 05 social sciences; Business and Management; Marketing Management (incl. Strategy and Customer Relations); Strategic management accounting; Commercial Services

Abstract A review of the marketing and accounting literatures has revealed that to date no previous study examined intersection pertinent Customer Accounting (CA). This paper provides a synthesis these two by exploring potential CA. It updates recent achievements in CA literature from an perspective explores nature based measures pertaining customer management. appears there is considerable for accountants draw on points focus raised further advance focused performance. Keywords: CUSTOMER ACCOUNTINGSTRATEGIC MANAGEMENT ACCOUNTINGCUSTOMERSATISFACTIONCUSTOMER LOYALTYCUSTOMER PROFITABILITY