A Study On Relationships Among Customer Value, Relationship Quality And Customer Equity

With the transformation of the market environment, the unprecedented marketcompetition intensifies, the customer has been given unprecedented power of the concept ofmanagement experience to the sales center from the product center on the theory and then toprofit centers on the final to the customer center on change, the enterprisebetween thecompetition has begun to shift to a "customer-centric, customer-centered era, companies mustfirst create customer value. Whether to take the type of marketing strategy, only theenhancement of customer value, can bring about the enhancement of corporate value.To create superior customer value in the modern enterprise can be passed in the customeraccess to products or services, to create and maintain the quality of higher relationship withthe customer, and in order to improve customer interests, this study has some theoretical valueand practical significance. In the area of services, customer relationship management hasbecome the focus of research. The banking industry as a typical service businesses, sustainednature of the delivery and customer relations. Especially the past20years, the bankingindustry has experienced unprecedented changes to the channel competition from the scalecompetition, technology competition, quality competition, has entered the era of the value ofcompetition, and customer relationship management level in the banking industry andbanking customer value the ability to create about the development of the banking business.Thus, customer value, relationship quality and customer interests in the relationship betweenresearch topics, and debit card customers of the bank branch of Zhengzhou traffic through themethods of structural equation analysis of empirical data, which among to study therelationship, try to find ways to improve customer interests, to achieve maximum customerinterests.Through theoretical analysis and empirical test can be seen: the implementation ofcustomer relationship management based on customer interests to the benefit to the enterprise,between enterprises and customers to create a higher quality of the relationship, and to maximize the enhancement of customer equity. Also validate the key dimensions of customervalue and its impact on customer interest in mechanism and the degree of influence, revealingthe mediating effect of relationship quality.