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Customer Equity Drivers and Future Sales

The authors investigate the effects of customer perceptions of key marketing actions on customer attitudes and actual customer behavior as reflected by future sales. The authors propose that customer perceptions of value, brand, and relationship -- "customer equity drivers" -- affect loyalty intentions and future sales. Fred Langerak is referenced.

Participants
  • Fred
    Role: Faculty
    Reference type: Referenced
  • Vogel, V; Evanschitzky, H.; Ramaseshan, B.
    Role: General
    Reference type: Journalist
Media Outlets
  • Journal of Marketing Research (Scientific or industry journal)