基于顾客视角的服务品牌资产模型的构建研究

发布时间：2018-03-30 01:26

本文选题：顾客视角　切入点：服务品牌　出处：《山东大学》2009年硕士论文

【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。
[Abstract]:With the arrival of the service economy era, the service industry is facing more and more fierce competition. Because of the intangibility, inseparability, hard to store and so on, the customer's understanding of the service depends on the brand to a great extent. The service brand equity is the core of the service brand creation, and the strong service brand equity provides a lasting competitive advantage for the service enterprise. The issue of service brand equity has also received more and more attention from academia and business circles at home and abroad. In this paper, the influencing factors of service brand equity are summed up by literature research method, and the model of service brand equity based on customer is constructed by deductive induction method, and then the department store is selected as the research market. Using questionnaire and interview, using SPSS12.0 and other analysis software to carry out empirical research. The innovation of this paper is mainly embodied in the construction of the customer based service brand equity model. In this paper, the influence factors of the service brand equity are deeply explored from the customer's point of view, and the customer based service brand equity model is constructed. According to the results of the empirical study, the original research model is revised to improve the measurement of the impact factors of department store service brand equity scale, and promote the customer based service brand empirical research. This paper first reviews the literature on service brand, brand equity, dimensions of service brand equity and influencing factors. The author defines and analyzes the latitude and initial influencing factors of service brand equity from the customer's point of view. The conceptual model of the whole study is put forward, and the empirical method is used to verify the model. The results show that the three key dimensions of service brand equity are: service brand cognition / association. The relationship between perceived quality and service brand is the most important dimension. The initial influencing factors of service brand equity include: shop facilities / shopping environment, external brand communication, convenience of shopping, product level, and so on. Service quality, customer factors.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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