Exploring the Relationship between Customer Equity and Satisfaction: An Empirical Study of Mongolian Gas Station Channels

Abstract

To survive in the highly competitive markets, many firms strive to make fundamental changes and differentiate itself from competitors in the industry. The firms’ success depend on customer perception toward the products and services of a company. This study aims to explore relationships between customer equity, which represents value equity, brand equity, relationship equity, and to customer satisfaction. We present the results of our research work conducted through marketing channels of the Petrovis Limited Liability Company, a petroleum company of Mongolia, as the case firm in this study. The findings show customer equity leads to satisfaction.

Keywords: Customer Equity, Customer Satisfaction, Customer Relationship Management, Value Equity, Brand Equity, Relationship Equity