A Study on Factors Affecting Customer Equity of Telecommunications Enterprises

Abstract

In order to effectively increase the value of customer equity of telecommunications enterprises and cultivate the enterprises’ core competitiveness, this paper, based on the theory of customer equity management, built a four-dimensional model for the affecting factors of customer equity of telecommunications enterprises through introducing customer’s potential equity, and adopted the structural equation model to explain and verify such customer equity. Based on this, this paper concluded that the factors affecting the customer equity of telecommunications enterprises are composed of value equity, brand equity, potential equity and retention equity, and further put forward the management strategy to increase the customer equity of telecommunications enterprises.