Constructing a relationship-based brand equity model |
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Authors: | Chao-Hung Wang Li-Chang Hsu Shyh-Rong Fang |
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Institution: | (1) Department of Marketing and Logistics Management, Ling Tung University, 1 Ling Tung Road, Nantun, Taichung, 40852, Taiwan, R.O.C.;(2) Department of Finance, Ling Tung University, 1 Ling Tung Road, Nantun, Taichung, 40852, Taiwan, R.O.C.;(3) Department of Business Administration, National Chung Hsing University, 250 Kuo Kuang Road, Taichung, 40227, Taiwan, R.O.C. |
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Abstract: | The purpose of this study is to develop and test a model in which several aspects of the service encounter including service
staff, servicescape, customer similarity, and customer interaction are taken into account simultaneously as antecedents of
relationship quality and generation of brand equity. Testing the hypotheses involved two service settings, banks and department
stores. The findings demonstrate that serviced staff and customer interaction have significant direct effects on brand equity.
Surprisingly, four variables of service encounter have significant indirect effects through relationship quality on brand
equity. Based on these findings, the implications for managers and future research are identified. |
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Keywords: | Brand equity Relationship quality Service encounter |
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