Abstract-To survive in the highly competitive markets, many firms strive to make fundamental changes and differentiate itself from competitors in the industry. The firms` success depend on customer perception toward the products and services of a company. This study aims to explore relationships between customer equity, which represents value equity, brand equity, relationship equity, and to customer satisfaction. We present the results of our research work conducted through marketing channels of the Petrovis Limited Liability Company, a petroleum company of Mongolia, as the case firm in this study. The findings show customer equity leads to satisfaction.

. The pleasure value implies that the escapists can enjoy the space, experience the environment nearby, and actively use any facilities here in the villa. The wealth value suggests that those people who come to the villa are able to afford the high price. The value of social recognition means that escapist experiences in this unique destination become a status symbol to share with others. This study provides useful information for managers to design a unique experiencescape particularly perhaps to attract independent tourists from Mainland China.

Abstract-Tourism

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