服务质量和企业形象关系的实证研究

Study of Relationship between Corporation Identification and Service Quality

在现场研究基础上 ,对企业营销网络的服务质量和企业形象之间的关系进行了讨论与分析。结果发现 ,一类以产品细密分销为主的生产性企业 ,产品营销网络的服务质量对企业形象有显著的影响作用 ,营销网络的服务质量是企业商业环境评价的一个重要指标。研究结果对企业营销网络选择和评价具有重要的参考价值。

Based on literature and field studies, the present paper analyzes the relationship between service quality in distribution channel and Corporation Identification (CI). It shows that, to some corporations which tightly depended on dense distribution channels, the channel service quality had important effect on CI, especially three aspects of service quality.. The present paper describes the theoretical and practical method to channel assessment and selection.