The Driving Factors Study Of Service Brand Equity

At the conclusion of this article at home and abroad service brand equity research results on the basis of service enterprises in Guangzhou typical investigation,propose the main driving factors to service brand equity,build a service-driven model of brand equity,hoping to further enrich the theory of brand equity and for the practice of service enterprises to provide an effective reference.This article first propose the most important driving factors,namely,brand communication,customer experience and service quality,and then use the methods of empirical studies to explore the relationship between the three driving factors and service brand equity.The results show that brand communication,customer experience and service quality have a significant positive impact on brand equity (brand association,perceived quality and brand loyalty).Different factors on brand equity driving,the drive mechanism is different For impact of the brand association, quality of service is the most,followed by customer experience,brand communication impact is on the weaker;for the impact of brand loyalty,customer experience is the most,followed by service quality,brand communication is the weakest;for the impact of perceived quality,service quality and customers experience on perceived quality is a stronger,brand communication and its impact are on the weaker.Conclusions based on empirical research,the three driving factors of brand communication,customer experience and service quality should be the most important for service enterprises in brand-building.First of all,to enhance brand communication with consumers is a prerequisite for enhancing brand equity; Secondly,the customer experience is the key to brand building;Finally,the quality of service is to further the establishment of customer loyalty and enhance brand equity guarantee.