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