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

A Study on the Relationship between Customer Participation, Perceived Control and Customer Equity—Collecting Samples from Financial Industry