A model of customer equity (Case study: the Branches of Keshavarzi Bank in Tehran city)

In today''s competitive world، customers of organization are perceived as then most valuable assets. They not only assure their profitability but also job security of their employees. Hence، many studies in many different areas are needed in order to undrerestand the needs، wants and demands of our customers for an effective management. This research has done for answering this question، what is the suitable model of customer equity and the relationship with their variables. We used survey and correlation method for data gathering and data analyzing، orderly. The statistical population is all of customers’ Keshavrzi branches banks in the Tehran، which selected 384 samples by using of stratified sampling method and Krejcie and Morgan table. We used questionnaire for data gathering and LISREL software for data analyzing. Finding show the research model have three independent variables value equity، bran equity and relationship equity and two dependent variables customer equity and purchase intention. Also، the result depicts relationship equity and value equity has more effect on customer equity، brand equity hasn’t direct significant effect on customer equity. Also، customer equity drivers hasn’t any significant on customer purchase intention.