The Research On Influencial Factors Of Customer Equity Value In The Inn

With economic development, increasing competition, the role reversal of customers, customer-centric marketing bacome to the mainstream. However, the existing customer relationship management (CRM) has emerged obviously deficiency, the enterprises are in urgent need to change the existing concept of customer asset management. Therefore, customer asset management (CEM) research has been obtained the attention of both the academic circles and the business community. This paper take "customer equity and their driver elements" as the main content in the hope of providing advisory opinions for enterprise’s management.Since the1990s, China’s hotel industry is rapidly expanding. Inn’s huge market demand led to the hotel only see the immediate benefits and pay more attention to the expansion of the size of the hotel, while ignoring the needs of the customer.This paper take inn as the object of study.Take questionnaire with Tianjin Home inn,Jinjing,Seven days inn’s customers. Research on the Inn’s customer equity. Through literature analysis, this paper subdivid the influencing factors of customer equity into value-driven, brand-driven, relationship-driven and perception-driven and analysis the relationship between customer’s equity and the four key driven elements. Combined with the practice of marketing management of the Inn, put forward a conceptual model of the influencing factors of customer equity.Using empirical methods to study the influencing factors of customer equity model,and give inn management recommendations to improve the value of customer equity.The results shows that quality, customer trust, mouth publicity impact of the value of customer equity is largest, brand awareness,regulars return, convenience impact was followed. Therefore, this paper from the quality, customer trust, mouth publicity, brand awareness, regulars return, convenience give to the inn management recommendations. Maximize the value of Inn customers equity through improve the quality of products and services, honor the commitment and attention detail, enhance customer trust and enhance mouth marketing, brand image.