A Study On Influences Of Perceived Service Quality On Brand Premium

With an increasingly competitive market, the competitions among enterprises notonly lie in product quality and competitive price, but also in the intangible assets suchas brands. Along with constantly enhancing brand awareness, brand premium is moreand more concerned by enterprises and consumers, and brand management has becomean important means for enterprises to gain competitive advantage. However, in today’sbrand competition market, brand products become increasingly homogeneous, soseeking service differentiation becomes the core competitiveness of the enterprise toget more customers, thus service has become increasingly prominent in the productmarket position. Modern enterprises focus on service quality improvement, and at thesame time, they also began to think about the relationship between the service qualityand brand premium. In the field of brand premium researches, scholars have made thepositive and beneficial exploration of the concept and factors of the brand premium,and found that service quality can influence brand premium, but they didn’t do morein-depth researches on the relationship between them. So this article tries to explorethe mechanism of the influence of perceived service quality on brand premium, so as toprovide practical guidance for enterprises.This article analysis the researches of the perceived service quality and brandpremium in domestic and abroad, uses the theory of the service value, consumerattitudes and brand equity, through the analysis of the influences of perceived servicequality on constituent dimensions of brand equity such as brand awareness, brandassociation, perceived quality and brand loyalty, as well as the relationship of brandequity and brand premium, exploring the effect mechanism of perceived servicequality on brand premium, this article puts forward research hypothesis, andconstructs the theoretical model. What’s more, in this paper, we choose the automobilesales and service industry as empirical research for the more apparent phenomenon ofits brand premium, to verify the research hypothesis using questionnaire and statisticalanalysis method, and through the validity and reliability analysis of the sale, theresearch hypothesis is well validated.The empirical results show that perceived service quality not only has directinfluence on brand premium, but also has indirect influence by the brand equity andmainly by perceived quality and brand loyalty construct. While the indirect effects aremore significant than the direct effects, and the intermediary role of the perceivedquality is the most important; At the same time, this study concludes that the various dimensions of brand equity have interaction effect, brand awareness has significantlypositive influence on brand association and perceived quality, perceived quality hassignificantly positive influence on brand loyalty.