An Empirical Study of the Customer Equity Driving Factors Model of Travel Agency and Its Measurement

Customer equity is the important content of firm management. Recognizing the driving factors of the customer equity, and exploring the relationship between the factors and customer equity, also the relationship among the factors, could provide theoretical support for the travel agency of customer management and customer maintenance. The study constructs the customer equity driving factors´ conceptual model of the travel agency, and starts an empirical study. The research finds out that the relationship equity has the strongest impact among the three factors; the brand equity is significantly and positively impacting the customer equity; the value equity has a significant and positive impact on relationship value too.