| Service Industry was a newly developing one in 20th century and has advanced in this 21st century. At the present business world, enterprises use a great many of strategies to stimulate the service sales, such as promotions, improving service quality and bettering the atmosphere. However, all these measures have got the bottle neck to further develop. As a result of this, customer involvement and putting the customer as a member of service producer becomes a different service marketing way to improve the identification of service brand. This research would use the method of customer involvement, improve the customer experience and highlight the brand identification.Firstly, this research goes through documents, literatures and essays about customer involvement, customer experience and brand identification, and deeply finds the relationships between the three variables; Secondly, choose the healthy club or fitness club as the research industry and modify the research design and questionnaire through dept-interview with experts; Thirdly, analyse the datas using SPSS 16.0 with the methods of Reliability and Validity Analysis, Correlation Analysis, Regression Analysis, Mediating Effect and Analysis of Variance; Lastly, the research conducts to the result and confirms with the original hypothesis that customer involvement could improve the brand identification of customers.Three conclusions are conducted:Firstly, customer evolvement, customer experience and brand identification have influence on each other, and the influence is different between each variables and items; Secondly, customer experience is a mediate through customer evolvement and brand identification; Thirdly, depending on statistics characteristics, these three variables show differences. The innovation of this paper lies in using a new way of service industry marketing to realize brand identification and giving a great many of strategies and ways to the service industry. |
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