Differential Impact of Customer Equity Drivers on Satisfaction: The Case of China’s Telecommunications Industry

As the necessity of customer relationship management (CRM) increases, measuring performance CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating outcomes marketing activities. There are three drivers CE: brand, value, and equity. This study aims to investigate impact on satisfaction. Market competition environmental factor that affects effectiveness CRM. divides target firms into leaders followers. found differential CE satisfaction depends firm’s status (leader or follower). Specifically, brand driver significantly impacts leader firm. However, value bigger follower firms. The above results suggest need build strategies consider competitive situation market their position.