Customer Equity in The Telecommunication Industry Vera Silviana (a*), Heny Hendrayati (b), Puspo Dewi Dirgantari (c)
a) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan DR. Setiabudi no. 229 Bandung 40154, Jawa Barat, Indonesia
*verasilviana[at]upi.edu
b) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan DR. Setiabudi no. 229 Bandung 40154, Jawa Barat, Indonesia
c) Sekolah Pascasarjana, Universitas Pendidikan Indonesia
Jalan DR. Setiabudi no. 229 Bandung 40154, Jawa Barat, Indonesia
Abstract
The business tendency of the telecommunications industry is influenced by the high level of competition, fare wars, as well as high customer demands to the quality of a service provider. The purpose of this research was to see the implementation of Customer Equity in companies engaged in the telecommunications industry that consists of dimensions of Value Equity, Brand Equity, and Relationship Equity. To support this research, 20 students from one of the universities in Bandung were interviewed, which were then processed by using descriptive methods. The results showed that the implementation of Customer Equity fosters loyalty to customers. By doing Customer Equity, it can keep long term customers to remain loyal while getting new customers.
Keywords: Customer Equity, Value Equity, Brand Equity, Relationship Equity
