Relationship between service quality and customer equity in traditional markets

Huanzhang Wang, Kyung Hoon Kim, Eunju Ko, Honglei Liu

Research output: Contribution to journalArticle

23 Citations (Scopus)

Abstract

This research is to understand how to improve traditional markets since a lot of practitioners in the retail industry conduct business in traditional markets. The research objectives are, first, to understand the relationships among service quality, customer equity drivers, and customer satisfaction in traditional markets; second, to find out how to improve the three drivers of customer equity through these variables mentioned above in traditional markets. In this study, the relationships among service quality, the drivers of customer equity, customer satisfaction, and customer lifetime value were studied based on the analysis of the data which were collected in traditional markets.

Original languageEnglish
Pages (from-to)3827-3834
Number of pages8
JournalJournal of Business Research
Volume69
Issue number9
DOIs
Publication statusPublished - 2016 Sep 1

All Science Journal Classification (ASJC) codes

  • Marketing

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