Analysis Of Charter Shopping Center Customer Equity Drivers

Highly developed in the department store industry today, more and more fierce market competition, the stores are all means to compete for customers in the use of resources. How to ensure revenue and existing market share maintained at a reasonable level and maintain a department store should have the vitality of this is a pilot shop in each city department store management colleagues face a common problem. This article hopes to introduce the concept of customer equity for many years of Changchun Charter Shopping Center, completed the introduction of drivers of customer equity analysis, enhance the customer resulting in Charter high-end department store consumer brand meaning of customer assets.Assets of an enterprise customer lifetime value all our customers the sum of the discounted present value. It consists of three parts: the value of the assets, brand equity and relationship assets. Value of the asset is obtained through the sense of customer value from customer assets, more of an awareness of these feelings and objective assessment or rational judgments; brand equity is through the subjective evaluation of the brand's customer assets acquired, these feel more is a more emotional, subjective evaluation of non-rational judgments, it is subject to the customer shopping experience and customer relationships and brand impact; relations activities and assets to maintain relationships through training activities and assets acquired customers for repeat purchases customers, in particular the retail industry, the relationship between activity and relationship-building activities to enhance their business and enterprise customers the opportunity again.This established a "customer equity = (value of assets between + brand equity + assets) customer loyalty," the driver of customer equity models, and customer equity theory and the actual situation Charter linked shopping, shopping for Charter for Individual high-end basic drivers of customer equity, the impact on customer loyalty drivers carried out a qualitative analysis. Second, they designed a questionnaire survey, involving the three major drivers of customer equity of the 18 major issues of research, questionnaire development in Charter annual consumption of more than 3 million members in 200 randomly selected depth interviews carried out to recover the 188 valid questionnaires, a questionnaire survey to ensure objectivity and accuracy. Using the above model and data, using statistical analysis methods described in the gender distribution of respondents, respondents in the age distribution, educational distribution of respondents, the occupational distribution of the respondents described. At the same time using regression analysis on the scale reliability and validity of measure, we used the software to spss17.0 composite reliability, alpha coefficients, factor loadings and other tools to all 18 questions the credibility of analysis, the result is the development of shopping centers Charter three drivers of customer equity in the alpha coefficient is higher than all 0.8, composite reliability and also higher than normal level, indicating that the scale has high credibility.After more research, we concluded that development of shopping centers in the three driving factors Charter have had positive effects. Value of the assets are in first place of the driving factors, indicating that the primary needs of customers are still shopping to buy goods; Although the impact of brand equity on customer loyalty is less than the value of assets, but still can confirm that Charter has been with the brand image development good market value and the concrete facts reflected in its influence. Have been identified in the questionnaire, Charter Super VIP card has a good status symbol, which is to support the brand value of the questionnaire answers of the most important one, almost all of the customers are, thinks so. Between the influence of weak assets, which is not anticipated prior to the survey, because in recent years, development has been sustained excellence of customer relationships to maintain a high intensity of the concern of assets, and such results show the high consumption in the local shopping groups, the enterprise customer relationship management is still respected and not recognized by society, which is required the development of the overall social environment of decision.Based on the above conclusions, we value customer assets Charter shopping center has the following recommendations: Value of the assets, the need to strengthen staff training and disease continue to enhance the store environment, and other hardware facilities; brand assets, brand promotion should be strengthened to achieve a development of brand and product brand Charter miscible with each other for the state; Relationship assets, may need to increase communication with customers, increased activity was diversity, and idea was to maintain long-term customer relationship channel.