Research On The Impact Of Service Climate On Service Brand Loyalty In The Field Of Car Service

With the rapid development of the service industry,people pay more and more attention to services,and enterprises attach importance to services.At the same time,with the improvement of people’s living standards,the demand for cars is growing.China’s car service market has entered a period of rapid development.The car service model based on4 S stores has begun to coexist in various modes,and the competition in the car market is becoming more and more fierce.Therefore,the car service market should pay attention to the improvement of services to enhance competitiveness.Under such a background,China’s car service companies should change their competitive strategies and attach importance to the creation of a good service atmosphere,so that customers can obtain a good service brand experience,thereby enhancing customer loyalty to service brands.Based on the review of service climate,customer participation,service brand experience and service brand loyalty theories,this paper constructs a research model of customer-perceived service climate and service brand loyalty and proposes research hypotheses.This paper uses the questionnaire survey method to analyze the collected questionnaires with SPSS20.0 and AMOS21.0.The conclusions are: customer-perceived service climate to service brand experience and Service brand loyalty has a significant positive impact;Customer participation plays a negative role in regulating the customer’s perceived service atmosphere and service brand loyalty;the service brand experience plays a partial intermediary role between the customer perceived service atmosphere and service brand loyalty.This research provides new ideas for improving customer service brand loyalty.At the same time,it provides corresponding management strategies for automobile service enterprises to improve their competitiveness,and proposes the next research direction.