The Method of Customer Equity Calculation Based on Customer Management
In the service economy times, customer equity has become the most important marketing source, which composes of essential fundament of core competition in the firms. It is culturing customer loyalty and keeping steady relationship with valuable customers that very crucial for the firms to win competition advantage. Customer equity gain increasing attention nowadays. With the development of information technologies, one of the most dramatic trends in the shopping environment has been the proliferation of channels through which customers can interact with firms, it brings difficulties for customer equity management. So quantifying customer equity become crucial for the firms. This paper presents in the shopping environment, specifically we divide the marketing channels of firms into two kinds of channels, method to calculate customer equity through channel integration. In the process of calculation customer equity, we consider customer equity is composed of acquisition equity (AE) and retention equity (RE). Then according to discussion of channel parameters and different data calculation, we compare different channel integrations and different channel tactics impaction on customer equity, further provide evidence for firms to design, deployment, coordination, and evaluation of channels. Finally we propose suggestion direction for future research.
Multi-channel Customer Management Customer Equity Calculation
Lifang Peng Yanfei Zhang
School of Management, Xiamen University, Xiamen, China (361005)
国际会议
北京
英文
104-110
2007-08-18（万方平台首次上网日期，不代表论文的发表时间）