Research on the Customer Equity Measurement of Banking Industry under the Condition of Mutative Demand Market Scale
Existing customer equity(CE) measurement models presume that market demand scale is constant and without considering the influence of cross-purchases and propaganda of public praise, which is actually not in line with the market.Therefore,this paper puts forward a new measurement model of CE under the condition of mutative demand market scale.Then further apply this model to study the CE measurement of banking industry.Study results show that this model can make more accurate measurement of CE and is operable, so it can guide practice more effectively.
Helen Zhang, Gang Shen and David Jin
J. B. Shao et al., "Research on the Customer Equity Measurement of Banking Industry under the Condition of Mutative Demand Market Scale", Advanced Materials Research, Vols. 225-226, pp. 263-267, 2011