| Summary: | 碩士 === 長榮大學 === 企業管理研究所 === 96 === “Value” is the main factor of win between firms and customers. Because firms can keep going on by creating value, and customers can get satisfaction and fulfillment from procducts or service by value that firms created. When a customer can use lower costs to get higher benefits then value will accur. The value reflects the equity of customers. So how firms creat and dilevery its value to target customers become the most important opportunities and challenges to firms. That is why our paper will study the customer equity.
In the past references of the customer equity are divided into two types, one is the study of information technology constructions based on customer relationship management, the other is the study of customer equity models or the probabilities measuring on the customer relationship programs. Most of the domestics references focus on finding out the prior variables and the relationship between each dimension of customer equity, but fewer papers calculate customer equity value for real, even what programs can increase customer equity effectively. So this paper will focus on customer equity calculating, in order to get an empirical result.
This paper will use ARPRO model to find out Kenting travelers’ customer equity. At first we will use Heckman’s two-stage estimation method to solve the problem of different age group’s sample selection. This can be known about travels’ behavior in Kenting of Taiwan’s citizens, if he or she will or not go to Kenting. The empirical results suggest the customer equity of 20~29 group is the highest. Total expenditures are significantly influenced by “paying stay”. 20~29 group is the most people who go to Kenting, and its customer equity is the highest. So if local industry will increase customer equity of this group, it should improve its instructions, products, and service.
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