顾客资产基础理论研究.pdfVIP

The Basic Theory of Customer Equity Zhang Juntao, Ge Songlin School of Economics and Management, Huazhong Agricultural University, Wuhan, P.R. China (430070) E-mail ：xiaoshi@ Abstract The basic theory of customer equity includes customer equity’ component and calculation, but there has been relatively little attention paid to them. We think customer equity is made up of six components: Repeat Buying Value (RBV), More Buying Value (MBV), Higher Margin Buying Value (HBV), Cross Buying Value(CBV), Word-of-Mouth Value (WMV) and Information Value (IV).Then we offer a set of formulas to calculate these components and customer equity. Keywords: Customer equity’ component; Customer equity’ calculation Much interest in marketing has centered in recent years on the concepts of customer equity (Blattberg and Deighton 1996; Blattberg, Getz, and Thomas 2001; Rust, Zeithaml, and Lemon 2000, 2004).Despite that fact, there has been relatively little attention paid to customer equity’s component and calculation, which are the basic theory of customer equity. The purpose of this article is to provide some insight into what are components that constitute customer equity and how shall we calculate them. Specifically, we first review some related literature. We then give our opinions about customer equity’s component from the perspective of the customer behavior and offer some formulas as to how those components and customer equity can be calculated. 1. The components of customer equity 1.1 Literature review Many firms have introduced customer relationship marketing pro