Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/71284
標題: Constructing a relationship-based brand equity model
作者: Wang, C.H.
Hsu, L.C.
Fang, S.R.
關鍵字: Brand equity
Relationship quality
Service encounter
buyer-seller relationships
physical surroundings
service
trust
satisfaction
salespeople
perspective
performance
environment
similarity
期刊/報告no:: Service Business, Volume 3, Issue 3, Page(s) 275-292.
摘要: The purpose of this study is to develop and test a model in which several aspects of the service encounter including service staff, servicescape, customer similarity, and customer interaction are taken into account simultaneously as antecedents of relationship quality and generation of brand equity. Testing the hypotheses involved two service settings, banks and department stores. The findings demonstrate that serviced staff and customer interaction have significant direct effects on brand equity. Surprisingly, four variables of service encounter have significant indirect effects through relationship quality on brand equity. Based on these findings, the implications for managers and future research are identified.
URI: http://hdl.handle.net/11455/71284
ISSN: 1862-8516
文章連結: http://dx.doi.org/10.1007/s11628-008-0062-2
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