辽宁沿海经济带中华老字号服务创新与企业声誉研究

Study of Service Innovation and Corporate Reputation of China Time-honored Brands in Liaoning Coastal Economic Development Belt

通过构建中华老字号服务创新与企业声誉之间的关系模型,并选取辽宁沿海经济带中华老字号企业作为调查对象,实证分析发现:中华老字号企业进行服务创新可以提升企业声誉。服务创新主要有服务理念创新、服务界面的创新和服务传递的创新三个要素。企业声誉由情感声誉与认知声誉两个要素组成。服务创新的三个方面对情感声誉都有直接正向的影响,而三要素中只有服务界面的创新直接正向影响认知声誉,其它两个方面没有直接正向的影响作用。

The author creates a model focusing on relations between service innovation and corporate reputation and makes a survey a- mong China time-honored brands in Liaoning Coastal Economic Development Belt. The author finds that service innovation helps to raise public recognition of businesses. Service innovation can be made in service vision, interface and passing. Corporate recognition embraces two elements of emotion and recognition. Service innovation positively affects corporate emotional reputation. Only interface innovation can influence public recognition of enterprises.