探索之間的關係客戶資產和滿意度：實證研究蒙古加油站頻道

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

Munkh-Ulzii Batmunkh(Munkh-Ulzii Batmunkh)

指導教授 ： 陳永信

亞洲大學/管理學院/經營管理學系碩士班/碩士(2009年)

摘要

為了生存在競爭激烈的市場，如今，許多企業努力使根本性轉變，區隔競爭對手的行業。該公司`成功取決於客戶的看法對產品和服務的公司。
本研究的目的，首先，探討客戶資產之間的關係，這是公平的價值，品牌資產，以及股權關係，以客戶滿意度。其次，我們目前的結果，我們的研究工作，通過營銷渠道的Petrovis公司是一家石油公司的蒙古，視具體情況公司在本研究中。研究結果支持公平導致客戶滿意度。

關鍵字

客戶滿意度 ； 客戶關係管理 ； 價值資產 ； 品牌資產 ； 股權關係 ； 客戶資產

並列摘要

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.

並列關鍵字

Customer Equity ； Customer Satisfaction ； Customer Relationship Management ； Value Equity ； Brand Equity ； Relationship Equity

參考文獻

a. Example of references to periodicals

Adams, J. Stacy (1965), Advances in Experimental Social Psychology, 267-99.

Ailawadi, Kusum L. and Kevin L. Keller (2004), Understanding Retail Branding: Conceptual Insights and Research Priorities, 331-42.

Ajzen, Icek. (2001), Nature and Operation of Attitudes, 27-58.

Algesheimer, René, Utpal M. Dholakia, and Andreas Herrmann (2005), The Social Influence of Brand Community: Evidence from European Car Clubs, 19-34.