Abstract

The theory which takes customer as an asset has been widely recognized by researchers and practitioners. They proposed lots of measurement models to measure and manage customer equity. But in the research of customer equity promotion, most methods only depend on qualitative analysis. Taking mobile communication enterprise for example, using the measurement model with four-dimensional drivers to obtain quantitative data and combining qualitative analysis of customer equity drivers, this study proposed relevant strategies to promote customer equity of the enterprise. Based on the survey and data analysis of 357 customers from a provincial capital in China, the results showed that the model could determine the weight coefficients of customer equity drivers and their significance, as well as help to develop promotion strategy of customer equity.

Key words: Customer equity, drivers, measurement model, four-dimensional drivers, customer equity promotion.