Qos On The Impact Of Brand Equity Research

The common tendency in the knowledge-based economy age is that in the various countries, the proportion of service industry is more and more, and service industry rises to leading industry in the national economy. According to the internationally recognized definition, if the proportion of national service industry production value surpasses 50% of GDP, this country will be considered to get into the service economy era. In term of above definition, our country has not entered the service economy age yet, but no doubt the service industry in our country has been developing quite well. While our country service industry develops apace, the competition among the service enterprises is becoming fiercely. In current, improving the service quality and upgrading service enterprise's brand equity is two important issues for the service enterprises. Under this background, based on the former research, the author focuses on the bank retailing to inspect the mechanism how service factors influences the brand equity by exploring service quality influences it, thus we will try to provide the theory to the bank managers about how to carry on the service quality management, and how to enhance the brand equity.There are three issues in this paper: 1. discussing the component dimensions about service quality and brand equity in bank retailing; 2. researching that service quality influences the brand equity and obtains the mechanism how service quality influences it; 3.exploring the demographic character (age, sex, educated level and so on) and customer's purchase behaviors (amount of bank account, time of opening an account and so on) influences the service quality.Therefore, the service quality measurement model, the brand equity measurement model and 22 research hypotheses are built and also validated by demonstration data.In the demonstration, the two-steps spot-checking was available in the urban of Zhengzhou city around the customers of commercial banks. The survey was carried out from November, 2005 to March, 2006. Finally there were 228 valid samples collected out of 300 in five months with effective returns-ratio at 76%.With the data, the paper validates the hypotheses by the structure equation model, the variance analysis and the non-parameter examination. The main conclusions are followed: 1. validating the serviceability of five essential factors models of service quality in bank retailing in our country which proposed by PZB;2. validating the brand equity measuring model and the bank retailing brand equity can be valued from the brand manner, the brand...