品牌惊喜感的研究与展望

Research and Prospects of Brand Delight

品牌惊喜感是超越顾客满意度、更能驱动品牌忠诚度的新兴顾客关系因素。为总结品牌惊喜感的研究成果,本文对品牌惊喜感的概念、理论基础与测量方法、影响效应进行论述,并对未来的研究进行展望,指出了三个方向:一是关于盲盒的品牌惊喜感研究;二是关于享乐型服务的品牌惊喜感研究;三是关于品牌惊喜感影响前因的拓展研究。

Beyond satisfaction,brand delight can bring the customers'great brand loyalty as well.Based on the existing research,this paper discusses its definition,its theoretical basis,its influence and so on,and predicts three kinds of future research:the first is on brand delight by blind boxes,the second on brand delight by hedonic services,the third on its influencing factors.