Customer equity drivers and future sales
MetadataShow full item record
Research on linking operational marketing inputs to customer attitudes and customer behavior has been gaining significance concomitant with the growing recognition that customers are market-based assets. In response to this, researchers and practitioners have proposed several conceptual models. Despite recent advances in research, the results are still inconclusive as to the relationship between customer attitude and future sales. A reason for this could be due to the paucity of studies combining survey-based data with behavioral data to understand better the drivers of customer behavior. With that in mind, the authors investigate the effects of customer perceptions of key marketing actions on customer attitudes and actual customer behavior as reflected by future sales. The authors propose that customer perceptions of value, brand, and relationship—“customer equity drivers”—affect loyalty intentions and future sales. The results of the study, which is based on a sample of 5694 customers of a large European do-it-yourself retailer, suggest that customer equity drivers can significantly predict future sales, even after the authors control for the current sales level.
Showing items related by title, author, creator and subject.
Firm size and performance: A study on the use of electronic commerce by container transport operators in HongKongLun, Venus; Quaddus, Mohammed (2011)In this study, we examine the relationship between firm size and the use of electronic commerce (EC) by container transport operators in Hong Kong and their performance implications. Using data collected from a sample ...
Ahmad, S.; Butt, Mohsin (2012)Purpose – This research attempts to empirically expand the Aaker's consumer based brand equity model in hybrid business firms by incorporating after sales service as a new dimension. Exploring and understanding the drivers ...
Lo, S.; Sharma, Piyush (2015)© Springer International Publishing Switzerland 2015. Services organizations face ever-increasing customer demands and competition in the marketplace, especially in the face-to-face adaptive sales encounters at retail ...