Journal of Business Management

Journal of Business Management

Investigating the relationship between customer equity and the performance of Parsian International Hotels Corporation

Document Type : Research Paper

Authors
Hashem Aghazade 1
Amir Khanlari 1
Haleh Akbarpour 2
1 Professor/University of Tehran
2 Student/university of Tehran
10.22059/jibm.2015.52325
Abstract
The purpose of this research was to investigate the relationship between customer equity and the performance of Parsian International Hotels Corporation. For this reason it’s an applied and descriptive research. A review of the current literature revealed three key determinants of customer equity: (1)value equity, (2) brand equity and (3) relationship equity. In order to examine the proposed hypothesis Structural Equation Modeling (SEM) was run using a sample of 384 guests of Parsian hotels.The main data were obtained from a questionnaire. The results demonstrate that value equity and brand equity are positively correlated with financial and non-financial performance of Parsian hotels. Also it was found that despite positive relationship between relationship equity and financial performance, this factor is not correlated with non-financial performance.
Keywords
value equity
brand equity
relationship equity
Customer equity
financial and non- financial performance
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