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    Customer equity drivers and future sales

    Access Status
    Fulltext not available
    Authors
    Vogel, Verena
    Evanschitzky, H.
    Ramaseshan, Balasubramani
    Date
    2008
    Type
    Journal Article
    
    Metadata
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    Citation
    Vogel, V. and Evanschitzky, H. and Ramaseshan, B. 2008. Customer equity drivers and future sales. Journal of Marketing. 72 (6): pp. 98-108.
    Source Title
    Journal of Marketing
    DOI
    10.1509/jmkg.72.6.98
    ISSN
    00222429
    URI
    http://hdl.handle.net/20.500.11937/45407
    Collection
    • Curtin Research Publications
    Abstract

    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.

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