Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
411
A QUALITATIVE INVESTIGATION OF CUSTOMER EQUITY IN THE CONVENTION INDUSTRY 
 
Kimberly S. Severt 
Rosen College of Hospitality Management 
University of Central Florida 
Orlando, Florida, United States 
and 
Radesh Palakurthi 
Hotel and Restaurant Administration 
Oklahoma State University
Stillwater, Oklahoma, United States 
ABSTRACT 
This study explores the constructs of customer equity (value equity, brand equity, and relationship equity) 
in the convention industry. Qualitative in-depth interviews with show managers were conducted to clarify the 
concepts of value, brand, and relationship equity specific to the convention industry. Quality and price influenced 
the perception of value equity and reputation and awareness influenced the perception of brand equity. Personnel 
interaction, responsiveness, and special treatment influenced the perception of relationship equity. Analyzing 
customer equity, the drivers and sub-drivers of customer equity provides convention centers with strategic initiatives 
that will have the greatest financial impact from their customer base.