服务品牌形象提升策略研究——基于酒店业的实证研究

由于大多数的服务具有体验和信任属性,因而消费者购买服务的感知风险要高于购买产品。作为可以把"无形因素有形化"的一种外在线索,服务品牌形象在降低消费者搜寻成本和感知风险方面的作用就变得异常突出。以21 8个酒店企业作为样本,作者对服务品牌形象的改进是否会提升企业的绩效表现,以及何种服务策略会提升服务品牌形象进行了实证检验。结果显示,服务品牌形象对市场绩效有正向的影响,而市场绩效又进而正向地影响财务绩效;服务定位、品牌管理和服务创新管理对品牌形象具有显著的正向影响,顾客参与管理、顾客关系管理和服务补救管理对品牌形象不具有显著影响。服务企业应有效地管理服务定位、服务品牌和服务创新来提升服务品牌形象。

A Study of Strategies to Enhance Service Brand Images:Evidence from the Restaurant Sector

Due to the fact that most of services possess experience and credence attributes,thus the perceived risk in purchasing a service is higher than the purchasing of a kind of goods.As an extrinsic cue of "tangibilizing the intangible",the role of service brand images in reducing customers’ searching costs and perceived purchase risks has become extremely salient.Taking 218 companies in the restaurant sector as the samples,this paper conducts an empirical study on such issues as whether the improvement of service brand image would enhance company performance and what kind of service strategies can improve brand image.The results indicate that service brand images have a positive effect on market performance which in turn positively affects financial performance;service positioning,brand managing,and service innovating have significant positive effect on brand image;customer participation,customer relationship management and service recovery management have no significant effect on brand image.Companies in the service sector should effectively manage service positioning,branding and innovating in order to improve their brand images.