文章基本信息

标题：Analyzing the Effect of Customer Equity on Satisfaction
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作者：Dr. Hossien Rezaei Dolat Abadi ; Nastaran Kabiry ; Mohammad Hossein Forghani 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2013
卷号：3
期号：5
页码：600-610
出版社：Human Resource Management Academic Research Society
摘要：The purpose of this study was to investigate the impact of the three dimensions of customer equity (value, brand and relationship equity) on customer satisfaction, through a structural equation model. For the purposes of this study, questionnaires were distributed to a randomly selected group of 200 customers of Fast food unit of Kalleh Company that are divided into three groups included fast foods, restaurants and coffee shops in Isfahan city. A total of 185 responses were received. Of these, eight (8) responses had to be discarded due to invalid or incomplete data entries. Thus the sample comprising of a total of 177 respondents was used for analysis. The data was analyzed by AMOS software. Six hypotheses were derived and, based on data analysis, all six were supported. Value, brand, and relationship management were all confirmed to be important factors in enhancing customer satisfaction. Relationships among value equity, brand equity, and relationship equity were also identified. The results of this study are presented through marketing channels of the Fast Food unite limited Kalleh Company, as a private manufacturer and distributor of food product in Iran, as the case firm in this study. Managerial implications are discussed
关键词：Value equity; Brand equity; Relationship equity; Customer equity; Customer ;satisfaction