An increase in any of the following will have a positive impact on customer equity except

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An increase in acquisition cost will have a negative impact on customer equity as it means spending more money to acquire each customer. On the other hand, an increase in base revenues, revenues from increased purchases over the life of the relationship, customer referrals, and price premiums will have a positive impact on customer equity by increasing the overall value of the customer to the company.

An Increase in Any of the Following Will Have a Positive