The Drivers Model of Customer Equity Based on the Service Profit Chain

With development of service profit chain theory, customers have been given unprecedented power. Customer relationship management is walking into a new stage: CEM stage. A trend is rising which emphasize upgrading CEM performance by the way of distinguishing high profitable customer, improving customer´s loyalty and carrying on different management mode to different customers. The ability of CEM will become the important means of enterprises gaining competitive advantage. This paper, making perceived quality, customer emotions, brand image, customer loyalty as four-dimensional driving factors, studies driven model of customer equity based on service profit chain theory. On this basis, explore the formation of customer equity in the service profit chain and propose hypothesis, build drivers model between customer equity and driving factors.