服务接触对品牌来源国刻板印象的影响

发布时间：2018-02-08 09:23

本文关键词： 服务品牌来源国刻板印象服务接触现场实验　出处：《企业经济》2015年05期 　论文类型：期刊论文

【摘要】：本文通过现场实验方法 ,在酒店服务场景下从外显与内隐两个方面探讨了服务品牌来源国刻板印象的表现,以及服务接触对外显印象和内隐印象的双向调节作用。结果表明:服务品牌来源国外显刻板印象表现为本土服务品牌在性价比印象上优于外国品牌,但在美誉度印象和质量印象上弱于外国服务品牌,在知名度印象和服务印象上二者并无显著差异;服务品牌来源国内隐刻板印象表现为本土服务品牌优于外国服务品牌;高接触服务能够改变全服务产品的外显品牌来源国刻板印象,低接触服务能够改变有限服务产品的外显品牌来源国刻板印象;高接触服务和低接触服务均无法使消费者对本土品牌产生更强的正向内隐品牌来源国刻板印象。本文还针对不同服务产品类别提出了相应的建议。
[Abstract]:Through the field experiment, this paper discusses the performance of the country of origin stereotype of the service brand from two aspects of explicit and implicit under the hotel service scene. The results show that the service brand comes from foreign explicit stereotype, which shows that the local service brand is superior to the foreign brand in terms of performance and price. However, the reputation impression and quality impression are weaker than foreign service brand, and there is no significant difference between them in reputation impression and service impression, the domestic implicit impression of service brand origin shows that the local service brand is superior to the foreign service brand. The high contact service can change the country of origin stereotype of the whole service product, and the low contact service can change the source country stereotype of the limited service product. High contact service and low contact service can not make consumers have stronger positive implicit brand origin stereotype. This paper also puts forward corresponding suggestions for different service product categories.
【作者单位】：北京第二外国语学院酒店管理学院;
【基金】：北京社会科学基金项目“北京旅游品牌的自媒体传播研究”(批准号:13JGC124) 北京旅游发展研究基地项目“来京旅行者住宿需求与行为研究”
【分类号】：F273.2

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