| 服务品牌资产驱动模型研究——基于多维互动质量的视角 |
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| 引用本文： | 卫海英,张蕾.服务品牌资产驱动模型研究——基于多维互动质量的视角[J].经济管理,2010(5). |
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| 作者姓名： | 卫海英 张蕾 |
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| 作者单位： | 暨南大学管理学院; |
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| 基金项目： | 教育部人文社科基金资助项目“基于多维互动的服务企业品牌资产驱动因子及其管理研究”(08JA630032) |
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| 摘 要： | 顾客、员工与企业之间的互动是培育服务品牌资产的重要平台。本文将互动质量分为员工-顾客互动质量、企业-顾客互动质量和企业-员工互动质量3个维度,构建了一个基于多维互动质量的服务品牌资产驱动模型,通过对广州市代表性服务企业进行实证研究发现:企业-顾客互动质量与企业-员工互动质量密切相关,企业-员工互动质对员工-顾客互动质量有直接影响,三维互动质量通过顾客价值和顾客满意对服务品牌资产有显著影响。
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| 关 键 词： | 多维互动质量 服务品牌资产 顾客价值 顾客满意 |
A Service Brand Equity Driving Model Based on Multidimension Interaction Quality |
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| WEI Hai-ying,ZHANG Lei.A Service Brand Equity Driving Model Based on Multidimension Interaction Quality[J].Economic Management,2010(5). |
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| Authors: | WEI Hai-ying ZHANG Lei |
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| Institution: | WEI Hai-ying,ZHANG Lei (School of Management of Jinan University,Guangzhou,Guangdong,510632,China) |
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| Abstract: | Interaction among enterprise,employees,and customers is the important platform for developing service brand equity.In this paper,interaction quality of service companies has been divided into three dimensions, including employee-customer interaction quality,company-customer interaction quality and company-employee interaction quality.A service brand equity driving model has been proposed and tested based on multidimensional interaction quality.The results show that there is close relevant between company-cu... |
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| Keywords: | multidimensional interaction quality service brand equity customer value customer satisfaction |
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