This paper explores the relationship among customer equity activities(value equity, brand equity, relationship equity), customer delight, and up-buying intention for customer relationship management. We analyze the research model through Hayes’ method for serial multiple mediator model. The major empirical findings are as follows: first, value equity activity does not have the direct influence on customer delight but has the direct influence on up-buying intention. Second, brand equity activity has the direct influence on customer delight and upbuying intention. Third, relationship equity activity has the direct influence on customer delight and up-buying intention. We conclude that customer delight does not have the mediating role on the relationship between value equity activity and upbuying intention. But it has the mediating role on the relationship between other equity activities and up-buying intention. Lastly, based on this empirical results, we suggest some theoretical and practical implications for customer relationship manage.