Study Of The Relationship Of Brand Equity, Service Quality And Customer Value

In recent years along with the service economical time arrival, taking the market as the guidance, attracting the customer by the outstanding service quality become the mainstream in our country. But the enterprise has not certainly realized in service industry the brand not only may enhance the product or service well-knownness, but also may improve customer's conceived service quality and conceived customer value. But the domestic enterprise just study foreign capital giant in standardization, specialization and simplification, has actually neglected the core brand value establishment. The domestic and foreign correlations research results indicated that, brand is helpful to enhances the customer conceived service quality as well as customer value, thus increases customer's loyalty, obtains the long-term competitive advantage for the enterprise to build the good foundation.This paper focuses on the relationship among brand equity, service quality and customer value by investigating to nonshery in HangZhou city, which is very important in service industry. The whole paper includes four parts: the review for literature, the theoretical discusstion, empirical research and study conclusion.Because service has the invisible special characteristic, it affects in the customer sensation way with the visible commodity to be greatly different. Also the brand equity took exterior signal influence service quality always does not have the thorough research. This article attempts through the service quality to take the breach, by the brand equity as the independent variable, the customer value as the dependent variable, the exploration research three reciprocities, study this as the foundation to research the service brand equity.In order to study the above question, this research carries on the questionnaire survey by taking the Hangzhou five fast-foods chain's consumer as the research object, and aimed at 264 effective samples to carry on the quota data statistical analysis. Through quantitive analysis, the main conclusions are as follows:(1) Brand equity each dimension has the remarkable influence to service quality each dimension, but affects the dimension and the weight are various.(2) The service quality to the utility value, the experience value and the price value has the remarkable influence, but to social value not remarkable influence.(3) Brand equity each dimension has the remarkable influence to customer value each dimension, but affects the dimension and the weight are various.(4) The brand equity to the utility value, the experience value, the price value influence mainly are intermediary affect the indirect realization through the service quality.