三维互动行为对服务品牌关系的影响分析

Analysis of the Effects of Three Dimensional Interactions on Service Brand Relationshiop

服务的不可分离性等特征使得服务企业、一线员工、顾客三者在服务品牌关系中密不可分,品牌人格化趋势和人际交往理论的应用让互动行为在其中变得日益重要,但有关互动与品牌关系的研究尚少有涉及。本文综合有关文献的成果构建了三维互动行为与服务品牌关系研究模型,通过实证分析发现:(1)企业和顾客共同参与的公益活动等互动行为对顾客品牌忠诚的作用最强;(2)企业与员工互动行为正向影响员工与顾客的互动,突出了员工在三维互动中的"使者"地位和企业引导的必要性;(3)服务员工与顾客的互动行为对顾客品牌情感的影响最大。本文还为服务企业应开展哪些互动行为提供了具体的建议。

The inseparability of the service makes the company, frontline-employee and customer getting more closer, the tendency of brand-personalization and the adoption of the sociometry in the services give the interaction an important role in advancing a brand. While there are seldom researches on this theme, so herein we construct a model about the three- dimension-interactions acting on the service brand relationship and testify it. The results show that： （ 1 ） Company-cus- tomer interactions greatly affect the customers＇ loyalty to the brand; （2） Company-employee interactions contribute to employee-customer interactions, this link highlights the employee＇s roles; （3）Employee-customer interactions evidently promote the customers＇ affects to a service brand. Finally, some useful suggestions were provided for the managers.