A Study On The Impact Of Service Climate Based On Customer Perspective On Service Brand Experience

In recent years, China's service industry has been developing very fast, more and more service brands have been created. Meanwhile, rapid development of the service industry and increasingly fierce competition require service enterprises to adopt different competing strategies and tactics. Therefore, we should study the consumption experience of the consumer to service brand, find out the factors that affect the consumption experience of the consumer to service brand, structure the service process that stimulate consumer experiences, shape the good experience of the consumers to the service brand, so as to create the strong service brand.In addition, the service climate employees perceived is what are employees' evaluation and viewpoint towards organizational incentives, service-related policies, management practices and procedures. While the service climate of consumers' perspective, the service climate that is perceived is what are consumers' evaluation and viewpoint towards organizational service orientation, merchandise-related obstacles, employee's service quality and human resource-related obstacles when they are contacting with employees and service enterprises.Therefore, from the perspective of consumer, this study divides the service climate that consumer perceived into four dimensions, and also divides the service brand experience of consumers into service brand sensory experience and service brand emotional experience, in order to study the effect of the service climate consumer perceived on service brand experience, what's more, this paper also introduces customer participation as a moderator, to study the moderating impact on the relationship between dependent and independent. Based on theoretical model and hypothesis, this study will survey some representative shopping malls and department stores with questionnaires, and then makes the quantitative data analysis of 306 valid questionnaires, the conclusions are made as follows:the theoretical model of this study is suitable for service industry; the service climate of consumers' perspective has a significant effect on service brand experience; the higher the level of customer participation is, the stronger the moderating effect of which customer participation is on the effect of which service climate is on service brand experience.Finally, according to the conclusions of this study, it proposes the general concept and methods how service enterprises build the service brand experience, puts an emphasis on customer participation, makes the specific and concrete strategies and methods of service brand experience, so as that the service enterprises can strengthen their brands and improve their comprehensive competitive.