| 关于B2B服务品牌忠诚度的研究 |
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| 引用本文： | 孔令明,耿禧则.关于B2B服务品牌忠诚度的研究[J].北京市经济管理干部学院学报,2012,27(3):36-39. |
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| 作者姓名： | 孔令明 耿禧则 |
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| 作者单位： | 1. 泰山职业技术学院财经系,山东泰安,271000
2. 泰山学院商学院,山东泰安,271000 |
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| 摘 要： | 对于品牌忠诚度的研究,过去一直局限于产品品牌上。本文将品牌忠诚度理论运用于B2B服务品牌,通过实证调查,研究品牌认知度与品牌形象对态度忠诚度和行动忠诚度的影响作用,并据此为B2B服务品牌的成功管理提出建议。
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| 关 键 词： | BB 服务品牌 品牌忠诚度 态度忠诚度 行动忠诚度 |
A research on brand loyalty of B2B service |
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| KONG Ling-Ming,GENG Xi-Ze.A research on brand loyalty of B2B service[J].Journal of Beijing Institute of Economic Management,2012,27(3):36-39. |
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| Authors: | KONG Ling-Ming GENG Xi-Ze |
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| Institution: | 1.Taishan Polytechnic,Taian 271000,China;2.Taishan University,Taian 271000,China) |
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| Abstract: | The research on brand loyalty has been confined to the product brand in the past. This paper applied brand loyalty theory to B2B service brand. Through empirical research, this paper reflected the effect of the brand recognition and brand image to action loyalty and attitude loyalty, and put forward some suggestions for the B2B service brand management |
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| Keywords: | B2B service brand brand loyalty attitude loyalty action loyalty |
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