An Empirical Study of the Customer Equity Driving Factors Model of Travel Agency and Its Measurement

摘要：

Customer equity is the important content of firm management. Recognizing the driving factors of the customer equity, and exploring the relationship between the factors and customer equity, also the relationship among the factors, could provide theoretical support for the travel agency of customer management and customer maintenance. The study constructs the customer equity driving factors conceptual model of the travel agency, and starts an empirical study. The research finds out that the relationship equity has the strongest impact among the three factors; the brand equity is significantly and positively impacting the customer equity; the value equity has a significant and positive impact on relationship value too.

作者: Chen Haibo Mo Liping

作者单位: Hunan City UniversityYiyang, China Hunan Normal University Changsha, China

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-4

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）