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

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.

Abstract

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.

Impact and interest:

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Full-text downloads:

472 since deposited on 22 Aug 2013
72 in the past twelve months

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ID Code: 62010
Item Type: QUT Thesis (PhD)
Supervisor: Drennan, Judy & Andrews, Lynda
Keywords: Customer Equity, Customer Equity Management, Customer Equity Measurement, Customer Lifetime Value, Customer Relationship Management
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Institution: Queensland University of Technology
Deposited On: 22 Aug 2013 07:11
Last Modified: 22 Jun 2017 14:46

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