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

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.