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Customer capital in high-consumption retail markets

10th National Competition for Economic Research Grants

Commercial distribution

Senior Researcher : Natalia María Rubio Benito

Research Centre or Institution : Universidad Autónoma de Madrid.

Abstract

The aim of this project is, first of all, to identify the components which determine the value capital (VC), the brand capital (BC), the relational capital (RC) and the customer capital (CC) for retail consumer goods establishments. Secondly, it aims to investigate the relationships between the VC, the BC and the RC, as well as the effect of each on the CC. The review of the literature undertaken so far has made it possible to achieve the first objective. In the context under study, the VC is represented by means of the perceived functional value of the service, the BC is measured for the distributor's brands, the RC reflects the value perceived by the customer in his/her relationship with the organisation, and the CC includes the perceptions of the customer about the monetary value contributed to the company in the present (current value) and in the long term (potential value), during the time his/her relationship with the organisation lasts.

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