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In this paper, we investigate the importance of Customer Lifetime Value (CLV) as part of the modern marketing strategy. There is no doubt that CLV is one of the most important metrics to be considered in Customer Relationship Management and Relationship Marketing. It represents an instrument meant to enhance the client's loyalty and to bring some clearance for the marketing strategies regarding the customer segmentation. At the same time, it is one of the most difficult to calculate. As part of this study, we explore how the concept is approached in the academic literature, the notoriety of the concept, the areas, and the topics with which it is associated. In this investigation, we are using WordStat and QDA Miner software applications for content analysis and text mining aiming to extract themes and trends regarding the approached topic from a significant number of academic articles.

The present study aimed to explore the Factors Affecting valuable customer churn in the private banking industry was conducted with a focus on community specialist physicians. The population of the study subjects comprised of 59 specialist physicians in metropolitan of Tehran. To collect data, the two sets of open and close questionnaires were used and the research methodology was a combination of three methods DEMATEL, ANP, and VIKOR that are part of multi-criteria decision methods. In the end, the results are interesting and functional specialist physicians in turn causes a branch banking (or bank) was given which can be programmed for micro and macro banks in the field of marketing to attract and retain a certain stratum of society. This study is a survey-heuristic approach has been carried out with the purpose of application.