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

Figure 2. 
Customer Equity Model for the Convention Industry 
IMPLICATIONS 
Several implications can be drawn from this study. First, by applying the customer equity model to the 
convention center’s strategic planning process, a roadmap is provided for increasing customer equity in terms of 
value, brand and relationships. This could improve market position and meet the long term goals of adding 
significant economic impact which convention centers are expected to generate. More specifically, the specific 
needs of customers can be met by addressing the customer relationship according to value needs, brand needs and 
relationship needs. The ability to increase customer equity depends greatly on: 1) how well a company understands 
their customers, 2) the competitiveness of the market, 3) how well a company targets their marketing investments, 
Customer Equity 
Value 
Brand 
Relationship 
Quality 
Price 
Building Aesthetics 
Services Provided 
Competitiveness 
Overall Fairness 
Reputation/Attitude 
Awareness 
Personnel Interaction 
Responsiveness 
Special Treatment 
Location

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