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Customer Equity

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Yodhia Antariksa
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Managing Customer Equity
You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding
Customer Equity Customer equity is defined as the total of the discounted lifetime value of all the firm’s customers In other words, a firm is only as good as its customers think it will be the next time they will do business with that firm.
Three Drivers of Customer Equity Value Equity Brand Equity Retention Equity
Three Drivers of Customer Equity ,[object Object],[object Object],[object Object]
Value Equity
Value Equity is the customer's objective assessment of the utility of a brand, based on perceptions of what is given up for what is received.
[object Object],[object Object],[object Object],Drivers of Value Equity
Brand Equity
[object Object],[object Object]
[object Object],[object Object],[object Object],The Role of the Brand in Building Customer Equity
[object Object],[object Object],[object Object],Drivers of Brand Equity
Retention Equity
[object Object],[object Object]
[object Object],[object Object],[object Object],Retention equity considers questions such as:
[object Object],[object Object],[object Object],[object Object],[object Object],Drivers of Retention Equity
If you think this presentation useful, please consider telling others about our site : www.studyMarketing.org Source of Reference: Roland Rust, Valarie Zeithaml, and Katherine Lemon , Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy, Free Press

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Customer Equity

  • 2. You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Branding
  • 3. Customer Equity Customer equity is defined as the total of the discounted lifetime value of all the firm’s customers In other words, a firm is only as good as its customers think it will be the next time they will do business with that firm.
  • 4. Three Drivers of Customer Equity Value Equity Brand Equity Retention Equity
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  • 7. Value Equity is the customer's objective assessment of the utility of a brand, based on perceptions of what is given up for what is received.
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  • 17. If you think this presentation useful, please consider telling others about our site : www.studyMarketing.org Source of Reference: Roland Rust, Valarie Zeithaml, and Katherine Lemon , Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy, Free Press