Exploring the Relationship between Customer Equity and Satisfaction: An Empirical Study of Mongolian Gas Station Channels

• Main Authors: Munkh-Ulzii Batmunkh, Munkh-UlziiBatmunkh
• Other Authors: Yung-Hsin Thomas Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/93215265216646742477

碩士 === 亞洲大學 === 經營管理學系碩士班 === 97 === To survive in the highly competitive markets, nowadays, many firms strive to make fundamental changes and differentiate itself from competitors in the industry. The firms` success depend on customer perception toward the products and services of a company. This study aims, firstly, to explore relationships between customer equity, which represents value equity, brand equity, and relationship equity, to customer satisfaction. Secondly, we present the results of our research work conducted through marketing channels of the Petrovis LLC, a petroleum company of Mongolia, as the case firm in this study. The findings support customer equity leads to satisfaction.