基于顾客视角的服务品牌资产模型的构建研究
摘要
随着服务经济时代的到来,服务业面临着愈加激烈的竞争。由于服务的无形性、不可分离性、难以储存等特性,顾客对服务的理解很大程度上要依靠品牌。因此,品牌创建对于服务企业来说无疑是至关重要的。服务品牌资产是服务品牌创建的核心,强势的服务品牌资产为服务企业提供了持久的竞争优势,服务品牌资产问题也得到了国内外学术界和企业界越来越多的关注。
本文主要采用文献研究法归纳得出了服务品牌资产的影响因素,应用演绎归纳法构建了基于顾客的服务品牌资产模型。然后选取百货商店作为调研市场,采用问卷调查和访谈法,运用SPSS12.0等分析软件进行实证研究。与以往的研究相比,本文的创新点主要体现在:(1)构建了基于顾客的服务品牌资产模型。本文从顾客角度对服务品牌资产的影响因素进行了深入的探察,构建了基于顾客的服务品牌资产模型,并根据实证研究的结果,对最初的研究模型进行了修正。(2)完善了计量百货商店服务品牌资产影响因素的量表,推进了基于顾客的服务品牌化的实证研究。
本文首先对服务品牌、品牌资产、服务品牌资产的维度及影响因素的文献进行了回顾。在文献回顾的基础上,笔者从顾客角度对服务品牌资产的纬度及初始影响因素进行了界定和探析。同时,综合初始影响因素、服务品牌资产及其维度之间影响关系的相关文献,提出了整个研究的概念模型,最后采用实证研究的方法来验证模型。研究表明,服务品牌资产的三个关键维度是:服务品牌认知/联想、感知质量和服务品牌关系。其中品牌关系是最重要的维度因素。服务品牌资产的初始影响因素包括:商店设施/购物环境、外部品牌沟通、购物便利性、产品层面、人员服务质量、顾客因素。
With the advent of service economic epoch, the service industry faces increasingly fierce competition. Due to the features of service such as intangibility, inseparability and non-storage, Customers' perception of service mostly depends on brand. Therefore, it is vital for service companies to build service brand. Service brand equity is the core of brand foundation. Strong service brand equity Brings competitive advantage to service companies. Research on service brand equity has become the common focus of both academia and enterprises.
This thesis sums up factors influencing service brand equity by literature research technique. Using logical induction, this paper proposes a service brand equity model based on customer. Then this paper selects department stores as the research object, uses the methods of questionnaire investigation and interview and analyzes the data with SPSS 12.0.Compared with the former studies, the main innovations of this dissertation are as follows: (1) this paper proposed a model of service brand equity based on customer. This thesis makes an intensive study of factors influencing service brand equity from the angle of the customer, constructs a model of service brand equity based on customer. According to the empirical Analysis, this paper modifies the model finally; (2) this paper develops a measurement scale of factors in the department stores, pushes forward empirical researches of service branding based on customer.
Firstly, This thesis researches literature review about service brand, brand equity, the major dimensions and factors of service brand equity. On the basis of theoretical analysis, the article makes an intensive study and defines the concepts of the initial factors influencing service brand equity from the angle of the customer. By integrating the literature review about the initial effect factors, service brand equity and the interrelations between them, this paper constructs a research model. At last, this thesis tests and gets the final model by empirical analysis. On the basis of literature review and empirical research, the article comes to two conclusions.One is that service brand equity consists of three major dimensions including brand awareness & brand association, perceived quality and brand relationship. The most important dimension is brand relationship. Other is the initial effect factors including facilities&environment, brand communication, convenience of shopping, product level, service quality of people and customer experience.
本文主要采用文献研究法归纳得出了服务品牌资产的影响因素,应用演绎归纳法构建了基于顾客的服务品牌资产模型。然后选取百货商店作为调研市场,采用问卷调查和访谈法,运用SPSS12.0等分析软件进行实证研究。与以往的研究相比,本文的创新点主要体现在:(1)构建了基于顾客的服务品牌资产模型。本文从顾客角度对服务品牌资产的影响因素进行了深入的探察,构建了基于顾客的服务品牌资产模型,并根据实证研究的结果,对最初的研究模型进行了修正。(2)完善了计量百货商店服务品牌资产影响因素的量表,推进了基于顾客的服务品牌化的实证研究。
本文首先对服务品牌、品牌资产、服务品牌资产的维度及影响因素的文献进行了回顾。在文献回顾的基础上,笔者从顾客角度对服务品牌资产的纬度及初始影响因素进行了界定和探析。同时,综合初始影响因素、服务品牌资产及其维度之间影响关系的相关文献,提出了整个研究的概念模型,最后采用实证研究的方法来验证模型。研究表明,服务品牌资产的三个关键维度是:服务品牌认知/联想、感知质量和服务品牌关系。其中品牌关系是最重要的维度因素。服务品牌资产的初始影响因素包括:商店设施/购物环境、外部品牌沟通、购物便利性、产品层面、人员服务质量、顾客因素。
With the advent of service economic epoch, the service industry faces increasingly fierce competition. Due to the features of service such as intangibility, inseparability and non-storage, Customers' perception of service mostly depends on brand. Therefore, it is vital for service companies to build service brand. Service brand equity is the core of brand foundation. Strong service brand equity Brings competitive advantage to service companies. Research on service brand equity has become the common focus of both academia and enterprises.
This thesis sums up factors influencing service brand equity by literature research technique. Using logical induction, this paper proposes a service brand equity model based on customer. Then this paper selects department stores as the research object, uses the methods of questionnaire investigation and interview and analyzes the data with SPSS 12.0.Compared with the former studies, the main innovations of this dissertation are as follows: (1) this paper proposed a model of service brand equity based on customer. This thesis makes an intensive study of factors influencing service brand equity from the angle of the customer, constructs a model of service brand equity based on customer. According to the empirical Analysis, this paper modifies the model finally; (2) this paper develops a measurement scale of factors in the department stores, pushes forward empirical researches of service branding based on customer.
Firstly, This thesis researches literature review about service brand, brand equity, the major dimensions and factors of service brand equity. On the basis of theoretical analysis, the article makes an intensive study and defines the concepts of the initial factors influencing service brand equity from the angle of the customer. By integrating the literature review about the initial effect factors, service brand equity and the interrelations between them, this paper constructs a research model. At last, this thesis tests and gets the final model by empirical analysis. On the basis of literature review and empirical research, the article comes to two conclusions.One is that service brand equity consists of three major dimensions including brand awareness & brand association, perceived quality and brand relationship. The most important dimension is brand relationship. Other is the initial effect factors including facilities&environment, brand communication, convenience of shopping, product level, service quality of people and customer experience.
引文
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