Abstract
Investment is the choice by the individual to risk his savings with the hope to acquite a profitable gain. Indeed, in the best cases, the acquisition of an asset is the consequence of the expectation of future flows of income that will exceed the initial cost of the acquisition. Customer, as a current or potential source of income for the firm, is seen as the "raison d'être? of the supplier. Thus, investing in customers relationship seems to be one of the ways to distinguish from competitors and thus, to generate and maximize revenue. Those investments influence customers' perception, customers' satisfaction and customers' loyalty. The definition of customers as "off-balance-sheet intangible assets? and as "the expected sum of discounted future earnings? (Gupta et al., 2004) trigger off various issues. First, they are intangible, unpredictable and consequently their own will constitutes a risky feature to the concerned firm.
