عنوان انگلیسی مقاله:

Effects of customer equity drivers on customer loyalty in B2B context

ترجمه عنوان مقاله: تاثیر ارزش ویژه مشتری بر وفاداری مشتری در بازاریابی B2B

رشته: بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 12 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: This paper aims to investigate the effects of customer equity drivers on customer loyalty via customer trust in a B2B context.

Design/methodology/approach: A self-administered online survey was conducted to collect data from the organizational customers of an on-hold service company in Australia. Structural equation modelling was used to analyse the data.

Findings: The study reveals that in a B2B context, value equity and relationship equity have significant influence on customer loyalty through the mediating effect of customer trust. On the other hand, brand equity is found to have no effect on customer trust and loyalty.

Practical implications: In order to obtain business customers’ loyalty, managers should focus more on value and relationship equity than brand equity.

Originality/value: While most of the previous studies on “customer equity” focused on the B2C context, this study focuses on a B2B context. It demonstrates the impact of customer equity drivers on business customers’ loyalty.

Keywords: customer equity drivers, Brand equity, Value equity, Relationship equity, Loyalty, Business-to-business marketing, Trust, Customer loyalty, Australia

Paper type: Research paper

مقدمه مقاله

Customer equity has become one of the key marketing objectives of today’s business organizations due to its ability to assess individual customers and customer segments from a value perspective (Rust et al. , 2000). Customer equity is a combination of the value of a firm’s current and potential customer assets (Hogan et al. , 2002). It includes value of a firm’s entire customer base or aggregation of individual customer’s life time values (Bruhn et al. , 2008). It is viewed as the basis for a new strategic framework to build more powerful and customer-centric marketing programs that are financially accountable and measurable (Lemon et al. , 2001). Customer equity can be measured as “the total of the discounted lifetime values summed over all of the firm’s current and potential customers” (Rust et al. , 2004). The drivers of customer equity are value equity, brand equity and relationship equity (Lemon et al. , 2001).

In order to maximize the long-term performance of a company, marketing managers require pursuing a more accountable marketing investment by continuous monitoring of these three drivers of customer equity. This enables the managers to detect signals of erosion in specific driver(s) of customer equity and to launch suitable programs to enhance it.

 

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