The Influence on Value Driver of Customer Equity Exerted by Culture Factor The research on the difference under the Chinese and American culture

摘要

Research on customer equity has already become a hot spot in marketing field. Marketing scholars have carried out studies on customer equity drivers, measurement and promotion widely and deeply. However, the research results from cultural influence on customer equity drivers are rare. In this paper, value driver of customer equity and culture element are analyzed and the differences in value driver between Chinese and American typical culture patterns are discussed. On the basis of theoretical analysis, research hypotheses about the influence on value driver exerted by culture factors are proposed, in addition to which an empirical research is carried out in the mobile communication market in China and America. The log linear model is used to analyze the result of investigation. This achievement will provide theoretical basis for cross-culture customer equity management and it will lay a foundation for further study.