An Empirical Study On Impacts Of Customer Equity Drivers

摘要：

The authors surveyed more than 4,300 customers of 17 Chinese airlines systematically in Guangzhou, Beijing, Jinan, Shanghai and Chongqing airport, and tested the impacts of customer equity drivers and sub-drivers on customer satisfaction, affective commitment and intentional loyalty. The results of data analysis indicated that value equity, brand equity and retention equity are the sub-factors of customer equity drivers. Customer perceived service quality, sacrifice, convenience, customers attitude toward brand, brand ethics, awareness of brand, financial bond, social bond, and structural bond are nine different but related first-order factors of customer equity drivers. The drivers and subdrivers of customer equity have direct or indirect effect on customer satisfaction, affective commitment, and intentional loyalty. The authors compare the different effects of the drivers and subdrivers also.

关键词： customer equity customer equity divers customer satisfaction affective commitment intentional loyalty

作者: TIAN Jinmei WANG Chunxiao Qi Wene

作者单位: College of Economics and Management, South China Agricultural University,Guangzhou, P. R. China. 51 School of Business, SunYat-sen University, Guangzhou, P. R. China, 510275

会议类型: 国际会议

会议名称: 2010 International Conference on Management(2010管理国际大会)

会议地点: 上海

会议语种:英文

页码: 263-271

在线出版日期: 2010-07-24（万方平台首次上网日期，不代表论文的发表时间）