Research On The Impact Of Value Co-creation On Service Brand Experience In The Field Of Car Service

At present,China's service industry develops rapidly,and promotes the service brand,at the same time,the competition of service enterprises is becoming more and more fierce,especially in car service market.With the rapid development of China's economy,the growth of car sales is rapid,so as to contribute to the development of the car after-market.Although car service enterprises in China have accelerated the process of service brand,however,in the fierce market competition,especially the competition of foreign car service chain enterprises,China's car service enterprises must change the competive strategy,to adapt to new model of value creation,and encourage customer participation in the value creation,and jointly create a strong service brand,then bring customers' service brand experience.This paper summarizes the theories of value co-creation,service brand and service brand experience.On this basis,this paper explores the internal mechanism of customer participation in value co-creation and customers' value co-creation;defines the concept and dimension of service brand and service brand experience;and constructs the research model and puts forward the research hypotheses.In this paper,questionnaire is designed,and the customers of the automobile service enterprises are chosen as samples of survey.Then this paper organizes the collected questionnaire and makes data analysis.The research conclusions is: value co-creation has a significant positive impact on the service brand and service brand experience;customers' value co-creation creates negative adjustment effect in the relationship between the value co-creation and the service brand experience;the service brand plays an intermediary role in the relationship between value co-creation and service brand experience.Based on the conclusion of this study,this paper provides a new service and brand marketing model for the car service enterprises.Meanwhile this paper emphasizes that the enterprises should promote the value co-creation of the customers on the basis of avoiding the negative regulation effect,and provides strategies to improve customers' service brand experience,so as to car service enterprises can improve their marketing competitive.