A Study On The Relationship Between The Outcomes Of Market And The Consumer-based Service Brand Equity

With continuous deepening of industrial restructuring in our country, the proportionof tertiary industry in the GDP gradually expanding, China’s industrial structure isbecoming more and more rationalization. Our country paid more and more attentionto the service industry and enhanced efforts to support the development of the serviceindustry. Our country’s service industry has been rapid development and the serviceenterprise has entered a brand construction stage. How to cultivate and use the brandequity of services is becoming the focus of attention of the academic and businesscommunity.Firstly, through the summarized of related studies, this paper summed up thatscholars at home and abroad paid more attention to the main three aspects of thebrand equity: concept, measurement and generation mechanism and the researchfocused on the field of consumer goods, less on the service band.The meaning andcharacteristics of services, related research of service brand equity were alsosummarized. Then, the dimensions of outcomes of market and consumer-basedservice brand equity were been selected, the model of service brand equity was beenconstructed, the relationship of the different model was been analyzed and assumedand the hypothetical model of relation between two different view was constructed.Next, based on the existing scale of scholars at home and abroad, the measuring scaleand pre-survey questionnaire were developed. After the scale was purified andmodified, the final questionnaire was got. The final questionnaire was handed out andretrieved. Finally, the retrieved data was examined by normality test, reliability testand validity test. The theoretical assumption of this paper was validated by StructuralEquation Model and relevant conclusions and inspiration was got.The conclusions of this paper are:(1)Consumer-based service brand equity model is suitable for the mobilecommunication industry in China(2)The hierarchical relationship among the dimensions of consumer-based brand equity is being.(3)The relationship between and consumer-based service brand equity is present inthe mobile communications industry in China...