—To survive in the highly competitive markets,
many firms strive to make fundamental changes and
differentiate itself from competitors in the industry. The firms`
success depend on customer perception toward the products
and services of a company. This study aims to explore
relationships between customer equity, which represents value
equity, brand equity, relationship equity, and to customer
satisfaction. We present the results of our research work
conducted through marketing channels of the Petrovis Limited
Liability Company, a petroleum company of Mongolia, as the
case firm in this study. The findings show customer equity leads
—Customer Equity, Customer Satisfaction,
Customer Relationship Management, Value Equity, Brand
Equity, Relationship Equity.
Department of Business Administration, College of Management, Asia
University, 500, Lioufeng Rd., Wufeng, Taichung, Taiwan, R.O.C.
Corresponding author. Tel.:+886-0928494724; Fax:
+886-4-23316699 e-mail address: firstname.lastname@example.org
Cite:Tain-Fung Wu and Munkh-Ulzii Batmunkh , "Exploring the Relationship between Customer Equity and Satisfaction: An Empirical Study of Mongolian Gas Station Channels," International Journal of Trade, Economics and Finance vol.1, no.2, pp. 160-167, 2010.