服务品牌与服务质量的耦合机理研究

Research on the Coupling Mechanism between Service Brand and Service Quality

基于对发达国家和地区服务品牌的比较分析,以服务业为样本,结合服务品牌与服务质量的耦合关系,建立相关概念模型和假设并进行实证检验得出,服务品牌成长始于品牌愿景并依赖于内部系统化的运营,提升服务质量有助于落实服务品牌承诺。

Based on comparing with the service brand of developed country and area, taking the service industry as the example, and combining with the coupling relation between service brand growth and service quality, we can set up the relative conception model and hopothese, and find that the service brand is initiated towards the brand wish management service and its development depends on the inner operation. So it is helpful in promoting the servicequality to realize the service brand pledge.