服务员工“品牌大使”概念界定与量表开发

Concept Definition and Scale Development of Service Staff“Brand Ambassadors”

越来越多的人意识到服务员工是服务品牌权益创建的关键要素,服务员工"品牌大使"(SEBA)的培育已成为塑造服务品牌的一个重要方面。本研究采用定性和定量研究相结合的方法,对SEBA的结构维度和量表开发进行了系统研究。结果显示,SEBA具有品牌知识、品牌承诺、品牌行为的"三维度"结构,并通过探索性因子分析和验证性因子分析,开发了一个含有18个测项的SEBA度量量表。

More and more people realize that the service employee is the key element of the service brand equity,and the cultivation of the ＂service employee brand ambassador＂（SEBA）has become an important aspect of the service brand building.The structure dimension and scale development of SEBA were systematically studied through qualitative and quantitative research methods in this paper.Result shows that SEBA is composed of three dimensions：brand knowledge,brand commitment and brand behavior,and a scale of 18 test items is developed through exploratory factor analysis and confirmatory factor analysis.