Customer equity, this notion was first introduced by in which they argued that the companies and organizations should considered customers as their any other financial asset and like other financial assets they should also be measured and maximized by the management. Later came up with the study on the same topic in more deeper perspective and states the definition of customer equity by uttering that, it is life time values which are discounted of the customers who belongs directly with the company and it is an outline which represents the main business of the firm that is their key business, which separates the identity of the company from others to its customers. The customer equity drivers or retention equity drivers are consist of value, brand and relationship equity. These customers’ equity drivers be contingent upon, customer’s perception and attitude the brand. In terms of Value equity the customer’s perceptions and attitude represents the rational and unbiased situation of the service or a product, which is mainly grounded upon the perception and attitude of the customers towards price of the product or service, its quality and luxury that the customer can enjoy in the market availability of product and service. In terms of Brand equity the situation is other way around, brand equity shows the, personal as well as immaterial point of view of the customer and their attitude towards the available product and service in the market. The inner feeling and attitudes of the customer towards the company’s product or service are insubstantial, the brand equity shows the sensitive attachment of customer with the product or service and irrational situation of the market availability which associates the customer with the brand or position of the market. As discussed fact that the inner concept of customer towards brand or service, attitude and behavior are personal and insubstantial, the brand equity of the product or service inclines to illustrate the sensitive and neutral characteristics, through which customer makes his association or relationship with the brand or market, however this relationship can be influenced by the life experience of the customer and with the memories that customer have with in his mind about the brand.
Table of Contents
Chapter 1
Introduction
1.0 INTRODUCTION
1.1 Background to the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Question
1.5 Significance of the Study
1.6 Limitations and Delimitation of the Study
1.7 Operational Definition of Key Terms
1.7.1 Customer Equity
1.7.2 Customer Equity Drivers (CEDs)
1.7.3 Value Equity
1.7.4 Brand Equity
1.7.5 Relationship Equity
1.7.6 Perceived Brand Value
1.7.7 Brand Image
1.7.8 Brand Loyalty
Chapter 2
Literature Reviews
2.1 Introduction
2.2 Theoretical background
2.2.1 Brand equity
2.2.2 Value equity
2.2.3 Relationship equity
2.2.4 Perceived brand value
2.2.5 Brand image
2.2.6 Brand loyalty intention
2.3 Review of Related Studies
2.3.1 The link between Customer Equity Drivers and Brand Loyalty Intentions
2.3.2 The links between Brand Image and Brand Loyalty Intentions
2.3.3 The links between Perceived Brand Value and Brand Loyalty Intentions
2.4 Empirical Studies
2.5 Model Hypothesis:
2.6 Summary of the chapter
Chapter 3
Methodology
3.0 RESEARCH METHODOLOGY
3.1 Methodology
3.2 Research Approach
3.3 Research Purpose
3.4 Research Design
3.5 Target Population
3.6 Sample Size
3.7 Instrumentation:
3.8 Control for Measurement Error
3.9 Content and Face Validity
3.10 Data Collection Technique
3.11 Sampling Technique
3.12 Statistical Technique
3.13 Unit of Analysis
3.14 Operationalization and Measurement of Variables under Study
3.15 Model
3.16 Descriptive Variable
3.16.1 Brand Equity:
3.16.2 Relationship Equity:
3.16.3 Value Equity:
3.16.4 Brand Image:
3.16.5 Brand Perceived Value:
3.16.6 Brand Loyalty Intentions:
3.17 Ethical Consideration
Chapter 4
Data Analysis
4.1 Data Analysis
4.2 Demographic Profile of Respondents
4.3 Convergent Validity
4.4 Discriminant Validity
4.5 Structural Equation Model
Chapter 5
Conclusion & Recommendations
5.1 Discussions
5.2 Conclusion
5.3 Recommendations:
5.4 Future Recommendations:
Bibliography
Appendix – A
Appendix –B
Research Goals and Key Topics
The primary objective of this study is to analyze the impact of customer equity drivers, perceived brand value, and brand image on consumer brand loyalty intentions within the mobile telecommunications sector in Pakistan, while accounting for the moderating effects of control variables like age, income, and education.
- Customer Equity Drivers (Value, Brand, and Relationship Equity)
- Perceived Brand Value and Brand Image Assessment
- Brand Loyalty Intentions in Telecommunications
- Quantitative Hypothesis Testing and Structural Equation Modeling
- Demographic Impact on Consumer Loyalty
Excerpt from the Book
1.1 Background to the Study
Customer equity, this notion was first introduced by (Blattberg & Deighton, 1996) in which they argued that the companies and organizations should considered customers as their any other financial asset and like other financial assets they should also be measured and maximized by the management. Later (Rust et al., 2000) came up with the study on the same topic in more deeper perspective and states the definition of customer equity by uttering that, it is life time values which are discounted of the customers who belongs directly with the company and it is an outline which represents the main business of the firm that is their key business, which separates the identity of the company from others to its customers (Rust et al, 2000).
The customer equity drivers or retention equity drivers are consist of value, brand and relationship equity. These customers’ equity drivers be contingent upon, customer’s perception and attitude the brand. In terms of Value equity the customer’s perceptions and attitude represents the rational and unbiased situation of the service or a product, which is mainly grounded upon the perception and attitude of the customers towards price of the product or service, its quality and luxury that the customer can enjoy in the market availability of product and service (Rust et al., 2000). In terms of Brand equity the situation is other way around, brand equity shows the, personal as well as immaterial point of view of the customer and their attitude towards the available product and service in the market. The inner feeling and attitudes of the customer towards the company’s product or service are insubstantial, the brand equity shows the sensitive attachment of customer with the product or service and irrational situation of the market availability which associates the customer with the brand or position of the market.
Summary of Chapters
Chapter 1: Provides the research background, statement of the problem, research objectives, and defines key terms used in the study regarding customer equity in the mobile sector.
Chapter 2: Reviews existing literature on brand equity, value equity, relationship equity, and brand loyalty, establishing the theoretical framework for the study.
Chapter 3: Details the research methodology, including the quantitative design, data collection techniques, population selection, and the operationalization of variables.
Chapter 4: Presents the analysis of collected data, including demographic profiles, validity tests, and the results of the structural equation modeling.
Chapter 5: Discusses the findings of the study, presents conclusions based on the tested hypotheses, and offers recommendations for future industry practice and research.
Keywords
Customer Equity, Brand Equity, Value Equity, Relationship Equity, Brand Loyalty Intentions, Mobile Service Industry, Pakistan, Perceived Brand Value, Brand Image, Structural Equation Modeling, Quantitative Research, Consumer Behavior, Retention Programs, Market Share, Competitive Advantage.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on identifying how specific drivers—specifically value, brand, and relationship equity—impact the loyalty intentions of mobile service users in Pakistan.
Which key factors influence brand loyalty in this study?
The study examines customer equity drivers, brand image, and perceived brand value as the primary antecedents that influence whether a customer remains loyal to their mobile provider.
What is the primary objective of this work?
The main objective is to determine the relationship between customer equity drivers and brand loyalty intentions, while also testing how demographic factors like age, income, and education affect these relationships.
What scientific methods were employed?
The study utilizes a quantitative research design, applying a survey-based questionnaire and structural equation modeling (SEM) via SmartPLS to test hypotheses.
What does the main body of the work cover?
The main body covers the theoretical background of equity drivers, an extensive literature review, the methodological framework used to gather data in Karachi, and a detailed statistical analysis of the results.
Which keywords best describe this research?
The research is best characterized by terms such as customer equity, brand loyalty, mobile telecommunications, structural equation modeling, and consumer retention.
How is "Relationship Equity" defined in the context of this study?
Relationship equity is defined as the propensity of customers to remain loyal to a brand, influenced by the quality of interactions, emotional attachment, and the perceived benefits of the relationship with the service provider.
What were the findings regarding "Value Equity" in the Pakistani mobile market?
Interestingly, the study found that value equity had a potential negative effect on loyalty intentions, suggesting that users in this market may not use price-quality ratios as a primary differentiator for brand loyalty.
- Arbeit zitieren
- Faizan Khan (Autor:in), 2018, The Effect of Antecedent Variables on Brand Loyalty Intentions in Context of Mobile Service Industry of Pakistan, München, GRIN Verlag, https://www.grin.com/document/441969
