ABSTRACT
The business tendency in telecommunications industry is influenced by the high level of competition, fare wars, as well as high customer demands for the quality of service provider. The purpose of this research was to explore the implementation of customer equity in companies engaged in telecommunications industry. The dimensions used were value equity, brand equity, and relationship equity. To support this research, 20 students from one of the universities in Bandung were interviewed, then processed using descriptive method. The results showed that the implementation of customer equity fosters loyalty. Customer equity can keep long term customers to remain loyal while also getting new customers.
