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

 
2007 Annual International CHRIE Conference & Exposition 
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“I think I’m particularly influenced by the willingness of the convention center staff to listen to and try to 
solve my needs.” 
“I think the convention centers staff’s attitude and it’s not just the management but the little people too. If 
it’s a good atmosphere, everybody’s going to have a good attitude and that reflects to the exhibitors and the 
attendees.” 
 
Based on the qualitative analysis, The Customer Equity Model for the Convention Industry is presented in 
Figure 2. The drivers of customer equity are value equity, brand equity, and relationship equity and are represented 
in blue while the sub-drivers identified from the qualitative interviews are represented in yellow. The organizational 
model presents the sub-drivers of the identified drivers of customer equity that are specific to the convention 
industry and represent the addition to the convention research literature. These sub-drivers are actionable drivers that 
convention centers can focus their marketing strategies on to increase customer equity.