Service Brand Equity Research, Customer Lifetime Value Relationship

In recent years, with the rapid growth of service economy, the economic development of the service sector has become an important factor. In the service industry market-oriented, with excellent quality of service to attract customers in the domestic business has become mainstream. The majority of enterprises in the process of improving services and are not aware of the brand can not only enhance the visibility of products or services, but also can increase the number of customer re-patronage so as to enhance the value of customer life. Domestic and foreign research results showed that strong brands contribute to customer loyalty for long-term competitive advantage of enterprises and lay a good foundation.This paper studied the supermarket retail services as an example a very important question: Service Brand Equity. Study the dimension of brand equity, customer lifetime value and brand equity dimensions of the customer lifetime value and the inter-relationship. In the study to make the wishes of the customer re-patronage as the breakthrough point, to brand equity, as the independent variables, customer lifetime value as the dependent variable, To study the brand equity affect on the value of customer life.To study these issues, we investigate Zhengzhou City's four large supermarkets for the study of consumers conducted a questionnaire survey and 237 valid samples for quantitative statistical analysis of data, part of the theoretical derivation Assumptions made for the authentication, basic authentication of brand equity by influencing the will of the customer re-patronage and, ultimately, the impact of customer lifetime value. The main conclusions are as follows:(1) Brand equity to customer re-patronage the wishes of a significant positive impact.(2) The wishes of the customer re-patronage to lifetime value of customers with significant positive effects.(3) There was a relationship between the Service brand equity and customer lifetime value.