The essence of business is value exchange. Customers are the foundation of\nenterprises; enterprise value comes from customer equity fundamentally. Increasing\nenterprise value pays attention to excavating customer equity fully\nand enlarging customer equity continuously. The interaction between consumers\nand suppliers is promoted by the change of customer role, diversified\nmarket needs and development of IT. Customer equity is increasingly influenced\nby customer participation. This study builds theoretical analyzing\nframework of customer participation, perceived control and customer equity,\nand collects samples from financial industry. It verifies the theoretical model\nand hypotheses based on data analysis through SPSS 19.0 and Amos 21.0. The\nresult shows that customer participation has positive effect on customer equity,\nand perceived control has partial mediating effect between them.
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