Title :
Research on Customer Equity Promotion Based on Four-Dimensional Measurement Model: Application on the Mobile Communication Field
Author :
Shao, Jingbo ; Cui, Wenhui ; Tang, Gui
Author_Institution :
Sch. of Manage., Harbin Inst. of Technol., Harbin, China
Abstract :
The ultimate goal of customer equity measurement and management is to promote the firm´s customer equity. The measurement model we illustrate can be used to determine the weight coefficients which show the influence degree of each sub-driver to the firm´s customer equity. We apply this approach on the mobile communications firms and discuss the customer equity promotion strategies guided by the influence degree of each sub-driver, which is different from qualitative approach used in the literature on promotion of customer equity.
Keywords :
marketing; mobile communication; customer equity measurement; customer equity promotion; four-dimensional measurement model; mobile communication; qualitative approach; Costs; Engineering management; Investments; Mobile communication; Technology management; Wireless communication;
Conference_Titel :
Management and Service Science, 2009. MASS '09. International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-4638-4
Electronic_ISBN :
978-1-4244-4639-1
DOI :
10.1109/ICMSS.2009.5305830
