Estimating Customer Lifetime Value to Prioritize the New Product Development Strategy Based on Howng model and Kano Model

In this study, the satisfaction index of new product attribute in terms of development strategy, which includes a number of options for development using Kano questionnaire, in the automotive industry was calculated, and According to the relationship between satisfaction and loyalty, instead of loyalty index, we was used satisfaction Kano index. Then using customer purchase records data within a specified period of time (three years), and the Kano attribute allocation model to various stages of the product life cycle based on interviews with experts, the value of customer life-cycle stages, is calculated. This approach In comparison with other methods for calculating the customer lifetime value is future forwarding and strategic and is an effective method to value engineering and optimal allocation of resources because this method prevent the allocation of resources on features that do not increase the value and do not create satisfaction.