品牌权益、服务质量和顾客价值的关系研究

【作者】 林剑；

【导师】 戚译；

【作者基本信息】 浙江大学 ， 企业管理， 2007， 硕士

【摘要】 近年来随着服务经济时代的到来，以市场为导向、以优异的服务质量来吸引顾客在我国成了主流。但企业并没有意识到在服务业里品牌不仅可以提高产品或服务的知名度，还可以提高顾客的感知服务质量和感知顾客价值。国内企业在学习外资巨头在服务业标准化、专业化及简单化的同时，却忽略了品牌核心价值的确立。国内外的相关研究成果表明，强势品牌有助于提高顾客对服务质量的感知水平以及顾客的感知价值，从而增加顾客的忠诚度，为企业获得长期竞争优势打下良好的基础。本文以快餐连锁业为例研究了服务业中一个非常重要的问题——服务品牌权益，探讨了品牌权益的维度、服务质量的维度、顾客价值的维度之间的相互关系。全文的研究共分为四大部分：文献回顾、研究框架和研究假设、实证研究、结论与启示。由于服务具备无形性的特质，与有形商品在影响顾客感知方式上大大不同。且品牌权益作为外部信号影响服务质量一直没有深入的研究。本文试图通过服务质量作为突破口，以品牌权益作为自变量、顾客价值作为因变量，探索性的研究三者的相互关系，以此为基础来研究服务品牌权益。为研究上述问题，本研究以杭州市五个快餐连锁店的消费者为研究对象进行问卷调查，并针对264份有效样本进行了定量的数据统计分析，对理论推导部分做出的假设进行了验证，基本验证了品牌权益通过服务质量对最终的顾客价值的影响作用。主要结论如下：(1)品牌权益的各个维度对服务质量的各个维度均有显著影响，但影响的维度及权重各不相同；(2)服务质量对功利价值、体验价值和价格价值均有显著影响，但对社会价值没有显著影响；(3)品牌权益的各个维度对顾客价值的各个维度均有显著影响，但影响的维度及权重各不相同；(4)品牌权益对功利价值、体验价值、价格价值的影响主要是通过服务质量的中介作用来间接实现的。更多还原

【Abstract】 In recent years along with the service economical time arrival, taking the market as the guidance, attracting the customer by the outstanding service quality become the mainstream in our country. But the enterprise has not certainly realized in service industry the brand not only may enhance the product or service well-knownness, but also may improve customer’s conceived service quality and conceived customer value. But the domestic enterprise just study foreign capital giant in standardization, specialization and simplification, has actually neglected the core brand value establishment. The domestic and foreign correlations research results indicated that, brand is helpful to enhances the customer conceived service quality as well as customer value, thus increases customer’s loyalty, obtains the long-term competitive advantage for the enterprise to build the good foundation.This paper focuses on the relationship among brand equity, service quality and customer value by investigating to nonshery in HangZhou city, which is very important in service industry. The whole paper includes four parts: the review for literature, the theoretical discusstion, empirical research and study conclusion.Because service has the invisible special characteristic, it affects in the customer sensation way with the visible commodity to be greatly different. Also the brand equity took exterior signal influence service quality always does not have the thorough research. This article attempts through the service quality to take the breach, by the brand equity as the independent variable, the customer value as the dependent variable, the exploration research three reciprocities, study this as the foundation to research the service brand equity.In order to study the above question, this research carries on the questionnaire survey by taking the Hangzhou five fast-foods chain’s consumer as the research object, and aimed at 264 effective samples to carry on the quota data statistical analysis. Through quantitive analysis, the main conclusions are as follows:(1) Brand equity each dimension has the remarkable influence to service quality each dimension, but affects the dimension and the weight are various.(2) The service quality to the utility value, the experience value and the price value has the remarkable influence, but to social value not remarkable influence.(3) Brand equity each dimension has the remarkable influence to customer value each dimension, but affects the dimension and the weight are various.(4) The brand equity to the utility value, the experience value, the price value influence mainly are intermediary affect the indirect realization through the service quality.更多还原