Customer equity management : the impact of strategy drivers and customer data management on customer equity outcomes


Autoria(s): Carr, Anthony A.
Data(s)

2013

Resumo

This research contributes to the field of customer equity by examining how important the strategy drivers of consumption and customer data management are in contributing to the value of the customer asset. A mixed methods approach focused on one sector: the Australian accommodation hotels. From this research, a deeper understanding of how to theorise, conceptualise and practice customer equity management has been achieved.

Formato

application/pdf

Identificador

http://eprints.qut.edu.au/62010/

Publicador

Queensland University of Technology

Relação

http://eprints.qut.edu.au/62010/1/Anthony_Carr_Thesis.pdf

Carr, Anthony A. (2013) Customer equity management : the impact of strategy drivers and customer data management on customer equity outcomes. PhD thesis, Queensland University of Technology.

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #Customer Equity #Customer Equity Management #Customer Equity Measurement #Customer Lifetime Value #Customer Relationship Management
Tipo

Thesis