Customer Equity Drivers and Future Sales

Customer relationship and sales

I analyze a search equilibrium in a large market where customer relationship based on past trade arises endogenously together with service priority and sales. Specifically, there exists a unique equilibrium where it is optimal for a buyer to make repeat purchases from the related seller and optimal for a seller to give service priority to the related buyer. Customer relationship always improves...

Measuring Customer Acquisition Value: A Comprehensive Approach to Customer Equity

In information technology era, databases are known asone of the most valuable resources for organizations, especially usedin database marketing. Customer Equity is a key concept in DatabaseMarketing which integrates customer acquisition, retention and development.From the perspective of customer equity, customers are theprimary source of both current and future cash-flows. Customer equitymodels...

Bank Runs, Fire-Sales, and Equity Injections

I present a general equilibrium model of banking in which financial crises can be due to panics (i.e., coordination failures that give rise to multiple equilibria) or fundamentals. Crises are systemic, in the sense that many banks are insolvent and subject to runs. A financial crisis is also characterized by a flight to safety-liquidity, and by sales of assets by banks at a depressed price, tha...

Salesperson Behavioral Determinants of Customer Equity Drivers: Mediational Role of Trust

7 What Drives Customer Equity

Business executives can answer such questions by focusing on customer equity—the total of the discounted lifetime values of all the firm’s customers. A strategy based on customer equity allows firms to trade off between customer value, brand equity, and customer relationship management. We have developed a new strategic framework, the Customer Equity Diagnostic, that reveals the key drivers inc...