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| 1 | CUSTOMER EQUITY: MAKING MARKETING STRATEGY FINANCIALLY ACCOUNTABLE显示文摘The article presents an overview of the literature on customer equity and how customer equity provides an opportunity for marketers to make marketing strategy financially accountable. Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm’s customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies. Hence, it is important to evaluate a firm’s marketing strategies in terms of the drivers of its customer equity. The article summarizes a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. | Ashwin ARAVINDAKSHAN Roland T. RUST Katherine N. LEMON Valerie A. ZEITHAML | 2004 | Systems Science and Systems Engineering2004，13，4： | 5 |
| 2 | E - S - QUAL: A multiple- item Scale for assessing electronic service quality 显示文摘 | Zeithaml VA Parasuraman A Malhotra A | 2005 | Journal of Service Research2005，7，3： | 1 |
| 3 | Perceived service quality as a customer-based performance measure:an empirical examination of organizational barriers using an extended service quality model显示文摘 | Berry L L Zeithaml V A | 1991 | Human Resource Management1991，30，3： | 1 |
| 4 | SERVQUAL:A multiple item scale for measuring consumer perceptions of service quality 显示文摘 | Parasuraman A Zeithaml V A Berry L L | 1988 | J Retailing1988，1，64： | 1 |
| 5 | A conceptual model of service quality and its implications for future research显示文摘 | Parasuraman A Valerie A Zeithaml Leonard L Berry | 1985 | Journal of Marketing1985，，4： | 1 |
| 6 | Service Quality Delivery Through Web Sites:A Critical Review of Extant Knowledge显示文摘 | Zeithaml V A Parasuraman A Malhotra A | 2002 | A-cademy of Marketing Science Journal2002，30，4： | 1 |
| 7 | Consumer perceptions of price, quality and value : a means and model and synthesis of evidence显示文摘 | Zeithaml V A | 1988 | Journal of Marketing1988，52，3： | 1 |
| 8 | Service excellence in electronic channels显示文摘 | ZEITHAML V A | 2002 | Managing Service Quality2002，12，3： | 1 |
| 9 | The behavioral conse- quences of service quality显示文摘 | Zeithaml V A Berry L L Parasuraman A | 1996 | Journal of Marketing1996，60，2： | 1 |
| 10 | SERVQUAL:a mul- tiple-item scale for measuring consumer perceptions of service quality显示文摘 | PARASURAMAN A ZEITHAML V A | 1988 | Journal of Retailing1988，64，1： | 1 |
| 11 | A conceptual model of Service quality and its implications for future research显示文摘 | Parasuraman A Zeithaml Valarie A Berry Leonard L | | 0，，04： | 1 |
| 12 | A Conceptual Model of Service Quality and Its Implications for Future Research显示文摘 | Parasuraman A Zeithaml V A Berry L L | 1985 | Journal of Marketing1985，49，4： | 1 |
| 13 | Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 显示文摘 | Zeithaml V A (1988) | 1988 | The Journal of Marketing1988，52，3： | 1 |
| 14 | Understanding Customer Expectations of Service 显示文摘 | PARASURAMAN A BERRY L L ZEITHAML V A | 1991 | Sloan Management Review1991，32，1： | 1 |
| 15 | A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality显示文摘 | Parasuraman A Zeithaml V Berry L | 1985 | Journal of Retailing1985，64，1： | 1 |
| 16 | SERVQUAL : AMultiple-item Scale for Measuring Consumer Perceptionsof Service Quality显示文摘 | Parasuraman Zeithaml Berry | 1988 | Journal of Retailing1988，，1： | 1 |
| 17 | Consumer Perception of Price, Quality, and Val- ue: A Means-end Model Synthesis of Evidence显示文摘 | Zeithaml V A | 1988 | Journal of Marketing1988，52，7： | 1 |
| 18 | Servqual:A multiple-item scale for measuring customer perceptions of service quality显示文摘 | PARASURAMAN A ZEITHAML V BERRY L L | | 0，，01： | 1 |
| 19 | Consumer Perceptions of Price, Quality, and Value: A Means- End Model and Synthesis of Evidence显示文摘 | Zeithaml V A | 1988 | Journal of Marketing1988，52，3： | 1 |
| 20 | SERVQUAL:a multiple-item scale for measuring consumer perceptions of service quality显示文摘 | Parasuraman A Zeithaml Valarie A Berry Leonard L | | 0，，01： | 1 |
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