Acta academica karviniensia 2026, 26(1):36-47 | DOI: 10.25142/aak.2026.003


The Impact of Selected Variables on Customer Lifetime Value

Daniel Kvíčala, Halina Starzyczná, Ondřej Mikšík
Silesian University, School of Business Administration, Univerzitní nám. 1934/3, 733 40 Karviná


The current political and economic environment is exerting significant pressure on both the broader economy and overall living standards. A decline in demand is evident in the online environment, negatively affecting the financial results of e-commerce platforms. This situation requires increased efficiency across all business activities, particularly marketing, for economic growth, maintaining market positions, or even survival. For these purposes, it is essential to provide new insights to support strategic decisions generated through data analysis using an appropriate methodology. Empirical data from several e-commerce platforms were utilized and analysed using Vector Autoregression (VAR). The results indicated that the only variable with a clear impact on the development of CLV is the number of visits that a customer makes to the respective e-commerce platform, a finding consistent across all cases examined. These findings provide valuable insights for both academic research and managerial practice to estimate e-commerce performance and make informed marketing decisions. Therefore, the conducted research provides valuable information on the factors that influence customer lifetime value in the context of e-commerce. However, certain limitations must be acknowledged that affect the generalisability and precision of the findings. These limitations include the number of platforms examined and their customer bases, the set of metrics investigated, the study timeframe, and alternative mathematical and statistical methods for a more comprehensive comparison of results. Recognising these limitations paves the way for future research that will address these aspects, refine and expand our understanding of customer behaviour and value creation in the digital marketplace.

Keywords: customer value, e-shop, metrics for monitoring customer behaviour, Vector Autoregression (VAR).
JEL classification: L81, M31

Received: March 26, 2026; Revised: March 30, 2026; Accepted: June 10, 2026; Published: June 12, 2026  Show citation

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Kvíčala D, Starzyczná H, Mikšík O.
The Impact of Selected Variables on Customer Lifetime Value. Acta academica karviniensia. 2026;26(1):36-47. doi: 10.25142/aak.2026.003.
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