Assessment of Bank Customer Equity

摘要

The goal of the present article is to assess bank customer equity and the dimensions of the factors affecting it. To achieve the goal, the authors have performed a qualitative analysis of scientific literature on customer equity and its dimensions. To obtain empirical data, the authors have developed the questionnaire and adapted it for the bank customers in Latvia on the basis of factors affecting value proposed by Rust et al. The questionnaire mainly consists of closed questions, the evaluation of which is based on 5-point Likert scale (1 strongly disagree, 5 strongly agree). The obtained empirical data has shown that bank customer equity may be affected by value and retention equity. By conducting the research, the authors have not only proven the hypotheses put forward, but also substantiated the findings with the scientific literature. The authors also faced the restriction that only one of Latvia's commercial banks participated in the empirical research activities.