An Analysis Of Service Firms’ Interaction Orientation And Its Impact On Brand Equity

At present, the trend of service enterprise customer relationship requires thefirms to regard interaction orientation as the strategic direction, it makes service valuecreated through the interaction with customers. On the basis of ’Interaction Ritual’theory in sociology, this paper has redefined the concept of interaction orientation andtested its effect on brand equity taking local enterprises in South China as a sample.These209samples in the study are taken from Pearl River Delta region wherethe service industry is relatively high developed. Through factor analysis andregression analysis, we find that interaction orientation is consist of three dimensions，which are interaction ritual awareness, interaction ritual management and interactionability，and they all have a positive influence on brand equity. The competitionintensity moderates the relationship between interaction orientation and brand equity.Finally, we propose recommendations to the enterprises in terms of the implementof interaction orientation according to the conclusions of the study and point out thedirection of future research.