The Empirical Research On Rail Passenger Service Brand Equity Impact Factors

With the acceleration of economic globalization, homogeneity of products and services, the transparency and availability of information higher and higher, competition between enterprises has focused on brand, which level is higher than service competition. A strong brand equity has become a source of competitive among enterprises, sustaining the development of enterprises. It is especially important for the service industry which is developing quickly in China to control the brand equity effectively. But there are a little research about service brand equity, with even less railway passenger service brand equity research. Accurately grasp the essential attribute of rail passenger services, rail passenger service brand equity to find the drivers of passenger rail industry to become a top priority to improve brand equity.Based on previous service brand equity research, this thesis refines the key factors affecting service brand equity and construct the brand equity of railway passenger service driven model, providing some references and recommendations for Chinese railway passenger transport enterprises to manage brand and enhance brand equity.According to an Empirical Study of the rail passenger market, this study collected a total of257valid questionnaires, which were analyzed by SPSS17.0software, including descriptive statistics, reliability and validity analysis, factor analysis, correlation analysis, multiple regression analysis. The conclusions are as follows:(1)There are main three driving factors of the railway service brand equity:Rail passenger transport enterprises brand communication, quality of service providing by enterprises and customer experience. Passenger rail service brand assets can be divided into three dimensions:cognitive/associations, perceived quality and brand loyalty.(2) Service quality, customer experience has significant effect on brand awareness/associations, service quality impacting strength is greater than the customer experience; Brand communication is not significant in impacting on brand awareness/association.(3) Brand communication, service quality, customer experience, brand awareness/associations has a significant influence on perceived quality. The strongest impacting factor is customer experience, then brand cognition and brand communication, the last is service quality.(4) Brand communication, service quality, customer experience, perceived quality has a significant influence on brand loyalty, the strongest is perceived quality, then service quality, customer experience, the last is brand communication. Brand awareness/associations has no significant influence on brand loyalty.