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Contribution Details
| Type | Journal Article |
| Scope | Discipline-based scholarship |
| Title | A network based approach to customer equity management |
| Organization Unit | |
| Authors |
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| Item Subtype | Original Work |
| Refereed | Yes |
| Status | Published in final form |
| Language |
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| Journal Title | Journal of Relationship Marketing |
| Publisher | Taylor & Francis |
| Geographical Reach | international |
| ISSN | 1533-2675 |
| Page Range | 39 - 57 |
| Date | 2006 |
| Abstract Text | The customer equity concept has attracted substantial interest from academics and practitioners during the last years. While direct drivers of customer equity such as customer transactions, cross- and up-buying behavior have been well understood and researched, indirect effects, and in particular social network effects have been ignored, although it is well known that brand community influence, word of mouth communication and other social effects are powerful influencers of buying behavior and should thus not be ignored in customer management. Thus, we propose that the customer equity perspective should evolve into a customer network equity perspective. In the following, we develop and present a theoretical framework for extending current thinking on customer equity towards the network perspective. In particular, we derive, based on the social network literature, characteristics that are likely to be powerful predictors of a customer's network value. We make propositions for future research and highlight practical implications. |
| Free access at | Official URL |
| Related URLs | |
| Digital Object Identifier | 10.1300/J366v05n01_04 |
| Other Identification Number | merlin-id:3537 |
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