Customer intellectual equity in services improvement system

The article presents results of the theoretical research of the customer equi- ty. In accordance with them the corresponding concept is synthesized. The customer capital is identified as a system of stable and mutually beneficial relations of economic agents, buyers, consumers and staff of the enterprise. Such relations form the structure of the effective cooperation, which con- tributes to gaining by companies additional values. It is provides the cus- tomers’ repeated requests and attracting new ones, as well as increases competitive advantage and companies’ capitalization. We revealed the ne- cessity of finding new forms of the customer equity, containing the elements of art, which will contribute to proposal of services, about which the con- sumers dream. The author based on the research result formulates the con- cept of use value of art, which induces to crave their presence again and again. An indicator of the art element use value is the value of the additional profits obtained due to the talented artistic expression. The customer equity is expedient to improve, focusing on the implementation of the popular the- atrical services, ensuring their effective promotion using aggressive methods of direct marketing and personal sellings. Differentiation of the client capital services art use value should be made taking into account the interests, tastes, preferences of target customers, and their valuable relation to a par- ticular style of art. Product differentiation by the elements of art inspires people's lives. Talent, kindness, spirituality of senses, thoughts, and actions of the artist should be directed to the use of beauty flashes happening in the life for its meaningful creative heyday in the industrial production. The work was supported by the Russian Foundation for Humanities Grant №16-12-34504.