Research on Customer Equity Promotion Based on Four-Dimensional Measurement Model: Application on the Mobile Communication Field

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.