服务品牌资产驱动模型研究——基于多维互动质量的视角  

A Service Brand Equity Driving Model Based on Multidimension Interaction Quality

作　　者：卫海英[1] 张蕾[1] 

机构地区：[1]暨南大学管理学院,广东广州510632

出　　处：《经济管理》2010年第5期151-158,共8页Business and Management Journal ( BMJ )

基　　金：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)

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。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-customer and company-employee interaction quality, company-employee interaction quality have a direct impact on employee-customer interaction quality, three-dimensional interaction quality have prominent influences on service brand equity through customer value and customer satisfaction.

关 键 词：多维互动质量 服务品牌资产 顾客价值 顾客满意 

分 类 号：F274[经济管理—企业管理] C939[经济管理—国民经济]