The Research On Influencial Factors Of Customer Equity Value In The Service Enterprise

With the role reversal of customers, increasing competition, information technology development and existing deficiency of the customer relationship management (Customer Relationship Management, abbreviated CRM), the enterprises are in urgent need to change the existing concept of customer asset management and establish a practical one. Therefore, customer asset management (Customer Equity Management, referred to as CEM) research has been obtained the attention of both the academic circles and the business community, and the wave of research on how to maximize the value of customer assets is quietly rising. For this reason, the author take"elements on customer assets and their driver"as the topic in the hope of providing advisory opinions for enterprise's management.The author tries to propose the relationship assumptions and conceptual models between customer's assets and the key driven elements based on the combination of the data of investigation and questionnaire survey in Changsha City with the practices of travel agent marketing Customer Asset Management as well as the means of theoretical research and empirical studies in order to explore the corresponding countermeasures. After careful studies of the relationship between customer's assets and the four key driven elements,the author finally put forward some countermeasures from the viewpoint of service quality, brand awareness, customer's trust, propaganda of public praise to improve the efficiency of management of CEM and maximize the value of the CEM.Travel industry as research object, this essay seems to have a high reference value in practice of future development and management of travel agencies. But the proposed strategy to maximize the value of the CEM should be further enriched and improved in the future.