Abstract:
This study aims to extend previous research studies investigating drivers of
customer equity in a business-to-business environment. The study also aims to
address the role of relationship benefits on customer equity in a business-tobusiness
environment beyond psychological, functional and social benefits.
Furthermore the study focuses on the importance of building relationships
influencing customer equity in organisations operating in a business-to-business
environment.
The study is based on two phases. Phase one consisted of face-to-face
interviews with experienced professional individuals from three different
industries. These industries covered financial services, utility services and
property development within a South African demographic. The data gathered
from these interviews was combined with literature to understand the drivers of
customer equity and the role that relationship benefits play on customer equity.
Data was also gathered from a 146 questionnaires and statistically processed.
Significant findings made in the study reflect the importance of customer equity
within business-to-business environments. Further focusing on the importance for
organisations to build long-term relationships with their customers. this will finally
explain the significant impact that relationship benefits have on customer equity
beyond psychological, functional and social benefits for organisations in
business-to-business environments. The study recognises that the individual
customers and the organisation on its own will both benefit from developed
customer equity, highlighting the fact that not one driver of customer equity is
exclusive to the next.
Contributions made for academic purposes include hypothesised variable on
customer equity, with the main aim on relationships. This study will be beneficial
for various departments in organisations that interact with customers and want to
improve their customer relations, specifically organisations operating in a
business-to-business environment.
