| 互动对服务品牌资产影响的实证研究 |
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| 引用本文： | 卫海英,刘桂瑜.互动对服务品牌资产影响的实证研究[J].软科学,2009,23(11):43-47. |
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| 作者姓名： | 卫海英 刘桂瑜 |
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| 作者单位： | 1. 暨南大学,管理学院,广州,510632;暨南大学,企业发展研究所,广州,510632
2. 暨南大学,管理学院,广州,510632 |
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| 基金项目： | 广东省普通高校人文社会科学重点研究基地重大项目，教育部人文社会科学基金项目 |
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| 摘 要： | 通过问卷调查,运用因子分析分别探讨了企业-顾客互动因子、员工-顾客互动因子;然后运用结构方程模型研究各互动形式对服务品牌资产的影响。结果表明,各互动形式对服务品牌资产有着不同程度的影响,企业-顾客互动最为显著地影响品牌形象,员工-顾客互动最为显著地影响品牌关系。
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| 关 键 词： | 互动 服务品牌资产 品牌知名度 品牌形象 品牌关系 |
The Impact of Interaction on Service Brand Equity |
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| WEI Hai-ying,LIU Gui-yu.The Impact of Interaction on Service Brand Equity[J].Soft Science,2009,23(11):43-47. |
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| Authors: | WEI Hai-ying LIU Gui-yu |
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| Abstract: | Based on survey,this paper discusses the major factors of corporation-customer interaction and employee-customer interaction by Factor Analysis,then it analyzes the impact of interaction on service brand equity by Structural Equation Modeling Analysis.It finds out that:different service interaction factors has a different impact on services brand equity;corporation-customer interaction has significant impact on brand image mostly;employee-customer interaction has significant impact on brand relationship mostly. |
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| Keywords: | interaction service brand equity brand awareness brand image brand relationship |
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