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

 
2007 Annual International CHRIE Conference & Exposition 
412
Figure 1. 
Customer Equity Model (Rust, Zeithaml, and Lemon, 2002) 
 
MAJOR CONCEPTS 
 
The following is a list of concepts pertinent to the understanding of the research presented:
1)
Brand equity: The customer’s subjective view of the organization and/or convention center and its offerings 
(perception of brand awareness, and attitude towards the brand) (Rust, Zeithaml, & Lemon, 2002). 
2)
Customer equity: Defined as “the total of the discounted lifetime values summed over all of the organization’s 
potential customers,” (Rust, Lemon, & Zeithaml, 2004, p.110). 
3)
Relationship equity: The customer’s view of the strength of the relationship they have with the organization 
having the event and/or the convention center. 
4)
Show: An industry term used to denote a tradeshow, convention with or without a tradeshow, meeting, special 
event, or event held in a convention center.
5)
Value equity: The customer’s objective evaluation of the value offered by the organization having the event 
and/or the convention center. The value could be derived through convenience, price and quality of offerings 
(Rust, Lemon, & Zeithaml, 2004, p.110).