Examining the Customer Equity of Retail Clothing Stores in a Bahawalpur Context: Nishat Linen & Sapphire

Abstract

The Customer Equity framework was developed to answering the necessities and fulfil the lack of a model that could make marketing activities accountable and measurable for the firm by offering the missing link that connects marketing actions with the Customer spending actions. The purpose of this study is to apply the Customer Equity framework from the Customer perspective including the different Customer Equity drivers. For this purpose the primary data was collected by questionnaire from the customers of district of Bahawalpur. The data was tested for chi square test and frequency test. The results showed that there is significant relationship among all the variables. The results will be beneficial for managers and policy makers as well for allied industries.

Keywords: Customer equity, Brand equity, Value equity