多维互动对服务品牌资产的影响——基于灰关联分析的研究  

Research on the effect of multidimensional interaction on service brand equity-based gray relational analysis

作　　者：卫海英[1] 张蕾[2] 梁彦明[1] 姚作为[3] 

机构地区：[1]暨南大学管理学院国际商学院,广州510632 [2]深圳大学管理学院,深圳518060 [3]广州行政学院管理学院,广州510053

出　　处：《管理科学学报》2011年第10期43-53,共11页Journal of Management Sciences in China

基　　金：国家自然科学基金资助项目(71072126);教育部人文社科基金资助项目(08JA630032)

摘　　要：从现有文献和观点中提炼出了服务企业、一线员工与顾客之间的主要互动因素,构建了一个基于多维互动的服务品牌资产分析框架,并基于此框架运用灰关联分析方法进行了探索性的实证研究,验证了服务企业、一线员工与顾客之间的多维互动是服务品牌资产消长的根源,也揭示了处于初级阶段的我国服务企业品牌建设的特征.As the most basic feature of service industry,interaction is defined as the mutual action and influence among various objects.After reviewing the recent researches of service brand equity,twelve main interaction factors among service enterprises,employees and customers are drawn out.Then an analytical framework of service brand equity based on multidimensional interaction is established,and an exploratory empirical study in four service industries of Guangzhou is conducted,where the influence of those twelve factors on service brand equity is presented through gray relation analysis.It is proved that multidimensional interaction is the root cause of the swing of service brand equity,also the features of service enterprise＇ brand building,which is still in the primary stage in China,is reflected.

关 键 词：服务品牌 多维互动 品牌资产 灰关联分析 

分 类 号：F724.7[经济管理—产业经济]