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Research on Measurement of Customer Equity of Airlines

Author: WangWenFang
Tutor: YangWenDong；LuoLiangSheng
School: Nanjing University of Aeronautics and Astronautics
Course: Transportation Planning and Management
Keywords: Customer assets Drive elements Asset Model Logistic regression of the principal components
CLC: F562;F224
Type: Master's thesis
Year: 2010
Downloads: 61
Quote: 2
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Abstract


The customer assets measurement is the premise and foundation of the airline customer asset management , customer asset value is to achieve the necessary preparations . Aviation product homogeneity is becoming more and more obvious , client resources became the airline 's most valuable resources , and how to get maximum benefit airlines the key to the success of the use of limited resources and at the lowest cost . The correct establishment of the airline customer equity model and measure of customer assets , is an important way to achieve customer assets to operate effectively , and help to enhance the core competitiveness of airlines . Firstly, the concept of customer value , customer assets based on in-depth analysis of the airline's customer assets and their characteristics , the airlines implementation of the necessity and importance of customer asset management . Driving factor model of analysis , the airline 's customer assets based on industry characteristics constitute its assets and customer equity model . Finally, improving the marketing of customer assets yield measurement method , the airline customer equity measurement model using actual data , using principal component analysis and multivariate logistic regression analysis of frequent flyer samples to identify the impact of airline customer assets of factors . The results of this research help airlines understand customer starts with a business deal and the future for a long period of time with business contacts reasons to identify the long - term profitability of the airlines have a significant impact on the strategic activities for the formulation of marketing plans basis.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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