互动对服务品牌资产影响的实证研究被引量：12

The Impact of Interaction on Service Brand Equity

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摘要通过问卷调查,运用因子分析分别探讨了企业-顾客互动因子、员工-顾客互动因子;然后运用结构方程模型研究各互动形式对服务品牌资产的影响。结果表明,各互动形式对服务品牌资产有着不同程度的影响,企业-顾客互动最为显著地影响品牌形象,员工-顾客互动最为显著地影响品牌关系。 Based on survey, this paper discusses the major factors of corporation - customer interaction and employee - customer interaction by Factor Analysis, then it analyzes the impact of interaction on service brand equity by Structural Equation Modeling Analysis. It finds out that： different service interaction factors has a different impact on services brand equity; corporation - customer interaction has significant impact on brand image mostly; employee -customer interaction has significant impact on brand relationship mostly.

作者卫海英刘桂瑜

机构地区暨南大学管理学院暨南大学企业发展研究所

出处《软科学》 CSSCI 北大核心 2009年第11期43-47,共5页 Soft Science

基金广东省普通高校人文社会科学重点研究基地重大项目(06JDXM63005) 教育部人文社会科学基金项目(08JA630032)

关键词互动服务品牌资产品牌知名度品牌形象品牌关系 interaction service brand equity brand awareness brand image brand relationship

分类号 F273.4 [经济管理—企业管理]

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参考文献23

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二级参考文献3

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