Point Of Contact Management Research, Customer Value-based Service Brands

With the rapid development of science and technology, customers have more and more chances to contact and apperceive enterprises and their brands in much more ways. Therefore brand contact point management emerges as the times require, and it has been paid close attention by enterprises and scholars. This thesis studies the management of service enterprise' s brand contact points linking with service characteristics on the base of the analysis of customer value. At first it reviews the related theories and defines service brand contact point. Afterward it sets up the model of customer value' s forming by integrating some related theories after affirming service brand contact points, and researches how the points influence customer value. Then it designs the communication information on the arrangement of episode value and relationship value separately, builds up the model of service brand contact points communication through adopting the idea of relationship dialogue, and concludes the principles of the points communication. In order to improve service brand contact point' s effect and developing the good relationship between company and customer, it puts forward some strategies of guarantee, including management of promises and expectation, customers' education, running internal marketing, and founding a quality-managed group across the departments.