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Journal of Service Research
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Seven Barriers to Customer Equity Management

David Bell

University of Pennsylvania

John Deighton

Harvard Business School

Werner J. Reinartz

INSEAD, France

Roland T. Rust

University of Maryland at College Park

Gordon Swartz

Market Bridge

The article reviews the evolution from brand-centered marketing to customer-centered marketing and the beginnings of a focus on viewing the customer as an asset. It illustrates the practice by describing the use of a loyalty program to identify and respond to high-potential customers in the market for business-class hotels. Next, it considers seven challenges that impede wider adoption of customer equity management and concludes with a schematic model of customer-centered marketing management.

Journal of Service Research, Vol. 5, No. 1, 77-85 (2002)
DOI: 10.1177/1094670502005001008
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