Research On Model Construction Of Customer-Based Service Brand Equity

With the advent of service economic epoch, the service industry faces increasingly fierce competition. Due to the features of service such as intangibility, inseparability and non-storage, Customers' perception of service mostly depends on brand. Therefore, it is vital for service companies to build service brand. Service brand equity is the core of brand foundation. Strong service brand equity Brings competitive advantage to service companies. Research on service brand equity has become the common focus of both academia and enterprises.This thesis sums up factors influencing service brand equity by literature research technique. Using logical induction, this paper proposes a service brand equity model based on customer. Then this paper selects department stores as the research object, uses the methods of questionnaire investigation and interview and analyzes the data with SPSS 12.0.Compared with the former studies, the main innovations of this dissertation are as follows: (1) this paper proposed a model of service brand equity based on customer. This thesis makes an intensive study of factors influencing service brand equity from the angle of the customer, constructs a model of service brand equity based on customer. According to the empirical Analysis, this paper modifies the model finally; (2) this paper develops a measurement scale of factors in the department stores, pushes forward empirical researches of service branding based on customer.Firstly, This thesis researches literature review about service brand, brand equity, the major dimensions and factors of service brand equity. On the basis of theoretical analysis, the article makes an intensive study and defines the concepts of the initial factors influencing service brand equity from the angle of the customer. By integrating the literature review about the initial effect factors, service brand equity and the interrelations between them, this paper constructs a research model. At last, this thesis tests and gets the final model by empirical analysis. On the basis of literature review and empirical research, the article comes to two conclusions.One is that service brand equity consists of three major dimensions including brand awareness & brand association, perceived quality and brand relationship. The most important dimension is brand relationship. Other is the initial effect factors including facilities&environment, brand communication, convenience of shopping, product level, service quality of people and customer experience.