中文摘要：

延长客户关系持续时间以获得更多利润是客户关系管理的目标之一。但在非契约情景下，支撑这一目标的相关假设受到Reinartz和Kumar的实证研究的挑战。在Reirmrtz和Kumar的研究框架的基础上，利用具有更明显关系市场特征的样本对客户关系持续时间相关假设进行实证研究，结果表明：（1）客户利润贡献额与客户关系时间只有较弱的正相关关系;（2）购买量、承受价格并未随客户关系时间延长而增长;（3）客户购买量越大其关系寿命越长;（4）购买时间间隔适中的客户其关系寿命最长;（5）退货率高的客户其关系寿命更长．

英文摘要：

One of the objectives of CRM is to prolong the customer relationship as long as possible. In a Noncontractual setting, however, some hypothesizes sustaining the objective above was challenged by Reinartz ＆Kumar. This study, based on the framework proposed by Reinartz ＆Kumar, used a very different data set comes from a professional video equipment retailer, investigates some hypothesizes about customer relationship duration. The study shows that （1） there exists a weak positive customer lifetimeprofitability relationship; （2） long-life customers do not pay higher prices and purchasing volume is not increasing overtime;（3） customer lifetime duration is positively related to the customer＇s spending level; （4） intermediate inter-purchase time is associated with the longest lifetime; （5） customer lifetime duration is positively related to the proportion of merchandise that customers return.