A Model of Customer Equity (Case study: the Branches of Keshavarzi Bank)

Authors
Nabioallah Dehghan 1
Zohreh Dehdashti Shahrokh 2
Samneh Nematizad 3
1 Assistant Professor, Faculty of Strategic Management, Supreme of National defense University, Tehran, Iran
2 PhD, Associate Professor, Faculty of Management and Accounting, Allame TabaTabaee University, Tehran, Iran
3 M.A., Faculty of Management and Accounting, Allame TabaTabaee University, Tehran, Iran
Abstract
This research has accomplished answering following question, what is the suitable model of customer equity what are the relationship between its variables. Survey method used for data gathering and data analyzed using correlation method. The statistical population consisted of Tehran branches Keshavrzi banks customers, which 384 samples selected using stratified sampling method and Krejcie and Morgan table. We used questionnaire for data gathering and LISREL software for data analyzing. Findings show that research model has three independent variables which are value equity, bran equity and relationship equity and two dependent variables which are customer equity and purchase intention. Also, the results depicted that relationship equity and value equity has greater effect on customer equity and brand equity does not have direct significant effect on customer equity. Also, customer equity drivers does not have any significant effect on customer purchase intention.
Keywords
Customer Equity
Value Equity
brand equity
Relationship Equity
Purchase intention
 
 
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Organizational Resources Management Researches
Volume 4, Issue 1
June 2014
Pages 81-98