Research On Measurement Of Customer Equity Of Airlines

Customer equity measurement is the precondition and foundation for airline customer equity management, even is the necessary preparation to realize customer equity increment. With the homogenization of aviation products becoming more and more obvious, customer resource becomes most valuable resource of airlines. Getting the maximum benefit with the limited resources and the lowest cost become the key to success for airlines. The important way improving the core competitiveness is building the customer equity model and measuring the customer equity.This thesis firstly integrates correlative theory on customer value and customer equity, by the deep analysis on customer equity and features of airlines, and puts forward the importance and necessity to implement customer equity management for Airlines. Then the thesis analyzes the model of customer equity, and puts forward the composition of the airlines customer equity and the driving factors model of customer equity of airlines. Finally, the thesis improves the marketing revenue measurement method of customer equity, puts forward the customer equity measurement model of airlines, and makes use of the factual data to analyze samples of frequent flight passengers by the principal component analysis and multiple logistic regression methods, and finds out the important factors impacting the airline customer equity.The research results will be useful for airlines to understand the reason beginning to make deal with customers and keeping it for a long time, to find out the strategic activities which significantly impacts on the long-term profitability of the airlines, and to provide the basis for marketing plan establishment.