Research on the Customer Equity Measurement of Banking Industry under the Condition of Mutative Demand Market Scale

Jing Bo Shao; Ke Ke Chen; Gui Tang

doi:10.4028/www.scientific.net/AMR.225-226.263

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HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 225-226Research on the Customer Equity Measurement of...

Research on the Customer Equity Measurement of Banking Industry under the Condition of Mutative Demand Market Scale

Abstract:

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.

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Periodical:

Advanced Materials Research (Volumes 225-226)

Pages:

263-267

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.225-226.263

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Online since:

April 2011

Authors:

Jing Bo Shao, Ke Ke Chen, Gui Tang

Keywords:

Banking Industry, Customer Equity, Demand Market Scale, Trend Forecasting

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References

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