Customer equity promotion strategies for commercial banks based on four-dimensional drivers

Abstract

Using the customer equity measurement model with four-dimensional drivers, the authors establish an index system for the customer equity of commercial banks. Then the data are collected through a sample survey based on the index system. After the principal component analysis and logistic regression are carried out on the data, the weights of all sub-drivers of the customer equity of commercial banks are achieved, as well as explained. Incorporated with the previous qualitative analysis of the customer equity drivers for commercial banks, relevant strategies to promote the customer equity of commercial banks are proposed separately on value driver, brand driver, relationship driver and perception driver. The result also provides theoretical basis for customer equity management and operation for the commercial banks in China.