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《Scientific Decision Making》 2009-01
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The Research on Customer Equity Promotion Based on Four-dimensional Measurement Model——Application on the Mobile Communication Field

SHAO Jin-bo1,2,CUI Wen-hui1,TANG Gui1(1.School of Management,Harbin Institute of Technology,Harbin 150001,China;2.School of Management,Harbin Engineering University,Harbin 150001,China)  
The ultimate goal of customer equity measurement and management is to promote the company's customer equity.The customer measurement model we illustrate can be used to determine the weight coefficients which show the influence degree of each sub-driver to the company's customer equity.We apply this approach in the mobile communications enterprises and discuss the customer equity promotion strategies guided by the influence degree of each sub-driver,providing a new research approach used in the literature on promotion of customer equity.
【Fund】: 国家自然科学基金(70802018);; 中国博士后科学基金(20070420839);; 高等学校博士学科点专项科研基金(20070213008)
【CateGory Index】: F626;F274
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