Research About A Service Brand Equity Driving Model Based On Multi-dimensional Interaction Quality

With the acceleration of economic globalization and homogeneity in marketing competition means, competition among enterprises has been upgraded from products or services competition to a higher level of brand competition. Possessing strong brand equity has become the fountain of competency and the fundamental guarantee for enterprises'sustainable development. It is of great significance for our country's currently developing service industry to effectively comprehend the competency tool of brand equity. However, there is little academic study on brand equity of service enterprises and limited values in existing research achievements for service enterprises in upgrading and managing their brand equities. As a result, there is no theory for a long time to guide our service enterprises'establishment of brand equities. How to get the essence of service and conclude the key driving approaches of service brand equity becomes the urgent problem to be solved by the industry. Based on previous research achievements, this study extracted the key interaction quality elements influencing service brand equity and established service brand equity analysis frame and driver model on multi-dimensional interaction quality. It serves as a reference for managing our service enterprise brand equity with strong academic values and practical guiding significance.This study mainly includes 5 steps. The first is to define the service brand equity, analyze its distinctions from product brand equity and specify measuring dimension for service brand equity by collecting, concluding and classifying related literatures. The second is to demonstrate interaction quality's core status in service quality and specify the consisting dimension of interaction quality that influences service brand equity by literature review and discussions about the significance of interaction activities in service industry. The third is to reveal the service brand equity's growth and decline in service enterprises, service staff and customers'interaction process. Quality interaction adds value for service brand equity by influencing customer value and customer satisfaction; therefore a service brand equity driver mode can be created based on multi-dimensional interaction quality. The fourth is to take the approach of data with questionnaires to testify research hypothesis with structural equation analysis, exploratory factor analysis and confirmatory factor analysis. Modifications and remediation can be done on the service brand equity driver model based on the statistical analysis result about multi-dimensional interaction quality. The fifth is to put forward constructive suggestions that are apt for our service enterprises and operational basing on a combination of qualitative analysis and quantitative analysis.The primary conclusions of the study are the followings. Interaction quality mainly consists of staff-customer interaction quality, enterprise-customer interaction quality and enterprise-staff interaction quality. Multi-dimensional interaction quality is an important driving factor in service brand equity. Quality brand promises and expectations, brand information dissemination and comprehension, union value creation of resource and system are helpful for the birth of service brand equity. Efficient communication and cooperation, affection transferring, moral image approval and part time marketing can stimulate the value increasing of service brand equity. Creating customer values are an important guarantee for service brand equity's value increase. Based on these conclusions, main suggestions for our country's service enterprises are to emphasize on brand culture establishment, to attach importance to interaction management between enterprise and customer, to endow more abundant connotations for service behaviors, to strengthen internal management and to conduct distinctive interactions.This study has established the fostering platform for service brand equity on the three dimensional interaction among service enterprises, frontline employees and customers. This analysis has broken the limitation of traditional brand equity theories. Additionally, this study has captured the core of service interaction activities, combined theories such as both internal and outer service quality, customer guiding, service supply chain, organizations'internal coordination and interaction as well as internal marketing, discussed the significance of interaction quality, enriched the connotation of interaction quality, and designed corresponding measurement scales. Finally, this thesis has demonstrated the promoting effect of interaction quality of enterprises, front line employees and customers on service brand equity value appreciation based on experimental data. It has also explored multi-dimensional interaction quality's driving approaches influencing service brand equity by influencing customer value and customer satisfaction, which has extended research perspective.