• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2010 Vol.1(2): 160-167 ISSN: 2010-023X
DOI: 10.7763/IJTEF.2010.V1.29

Exploring the Relationship between Customer Equity and Satisfaction: An Empirical Study of Mongolian Gas Station Channels

Tain-Fung Wu and Munkh-Ulzii Batmunkh
Abstract—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 to satisfaction.

Index Terms—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: ulzii03@gmail.com

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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.

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