Research On Customer Equity Measurement Of Commercial Bank

After joining WTO, our government gradually opened the financial market and many foreign banks accessed in, which acclelrated the competition for customers. Then all banks tried to manage customers as a kind of resource (customer equity) to maintain sustainable development in such competitive situations. But customer equity measurement, which has not been applied in the bank, is just the premise of customer equity management. Therefore, there is great significance both in theory and practice in this paper.First, the banks'businesses and their classifications are introduced and the businesses are divided into personal banking and corporate banking and so on based on the research purpose. Then the features, compositions and drivers of bank's customer equity are analyzed. Second, after comparing and classifying the existing measurement models of customer equity, models for every business are determined and modified with the availability of data. At last, the customer equity of personal banking and corporate banking of Harbin Branch of China Construction Bank are estimated separately, by using principle component analysis and logit regression with the survey data and company reports, and then the result of the measurement is analyzed..