TITLE:
A Study on the Relationship between Customer Participation, Perceived Control and Customer Equity—Collecting Samples from Financial Industry
AUTHORS:
Congjie Yang, Jingyin He
KEYWORDS:
Customer Equity, Customer Participation, Perceived Control
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.3,
March
30,
2018
ABSTRACT: The essence of business is value exchange. Customers
are the foundation of enterprises; enterprise value comes from customer equity
fundamentally. Increasing enterprise value pays attention to excavating
customer equity fully and enlarging customer equity continuously. The
interaction between consumers and suppliers is promoted by the change of
customer role, diversified market needs and development of IT. Customer equity
is increasingly influenced by customer participation. This study builds theoretical analyzing framework of
customer participation, perceived control and customer equity, and collects
samples from financial industry. It verifies the theoretical model and
hypotheses based on data analysis through SPSS 19.0 and Amos 21.0. The result
shows that customer participation has positive effect on customer equity, and
perceived control has partial mediating effect between them.