IMPLICATIONS OF DYNAMIC CAPABILITIES ON CAC AND CLV EFFICIENCY TO IMPROVE PROFITABILITY OF DIGITAL COMPANIES IN THE HOME SERVICES AND CONSTRUCTION INDUSTRY: A CASE STUDY OF XYZ.COM

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Witayan, Geti (2025) IMPLICATIONS OF DYNAMIC CAPABILITIES ON CAC AND CLV EFFICIENCY TO IMPROVE PROFITABILITY OF DIGITAL COMPANIES IN THE HOME SERVICES AND CONSTRUCTION INDUSTRY: A CASE STUDY OF XYZ.COM. Undergraduate thesis, Institut IPMI.

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Abstract

This study investigates the implications of dynamic capabilities on the efficiency of Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV) to enhance profitability in digital companies, using XYZ.com as a case study within the home services and construction industry during the 2018–2024 period. Grounded in Dynamic Capability Theory, the Resource-Based View (RBV), and Porter’s Five Forces analysis, the research examines how internal adaptive capacities and external industry pressures jointly influence marketing efficiency and financial performance. This research employs a case study method with descriptive analysis, utilizing quantitative data from the company’s financial reports (marketing expenses, CAC, CLV, profit margin, and ROA) as well as qualitative data from literature reviews and industry publications. The findings are expected to explain the patterns of the relationship between changes in CAC and profitability, including the dynamics in which an increase in CAC is not always followed bya decline in profit, and to provide recommendations for more efficient, adaptive, and sustainable customer acquisition strategies. Overall, this study concludes that profitability in digital companies is not merely determined by financial ratios, but by the synergy between internal resources and dynamic capabilities in responding to environmental volatility. The findings offer theoretical contributions to strategic management and practical insights for digital companies in designing efficient, adaptive, and sustainable customer acquisition strategies. Keywords: Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), Dynamic Capabilities, Resource-Based View (RBV), Profitability, Digital Industry.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 06:47
Last Modified: 17 Dec 2025 06:47
URI: http://repository.ipmi.ac.id/id/eprint/2903

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