Please use this identifier to cite or link to this item:
標題: A Study of Service Encounter and Service Brnad Equity- Relationship Quality as Mediator
作者: 高育民@20050815
gao, yu-min
關鍵字: service encounter;服務接觸;relationship quality;service brand equity;關係品質;服務品牌權益
出版社: 企業管理學系研究所
1. 服務接觸中,服務人員的表現愈好,服務公司與顧客間的關係品質愈佳。
2. 服務接觸中,實體環境愈完善,服務公司與顧客間的關係品質愈佳。
3. 服務接觸中,顧客之間的互動愈好,服務公司與顧客間的關係品質愈佳。
4. 服務公司與顧客間的關係品質愈佳,愈能夠提高顧客的品牌忠誠度。
5. 服務公司與顧客間的關係品質愈佳,愈能夠提高顧客的知覺品質。

Brand is an asset for business and can improve the profit of business. Because of that, most of the businesses have already concerned about building a strong brand. In Taiwan, for example, BenQ and Acer are the representative. BenQ and Acer have been famous for IT technique not only in Asia but also in Europe and America for a long time.
Brand equity has been discussed in both academic and commercial field for a long time. Unfortunately, most of the researchers aim at tangible products. Few researches concern about the brand equity of intangible service. Because of that, this study will focus on how to build a service brand. This study takes service encounter as antecedent of relationship quality; service brand equity as subsequence of relationship quality. The results are following:
1. Service personnel positively affect relationship quality.
2. Service environments positively affect relationship quality.
3. The interaction between customers positively affects relationship quality.
4. Relationship quality positively affects brand loyalty.
5. Relationship quality positively affects perceived quality.
Appears in Collections:企業管理學系所

Show full item record

Google ScholarTM


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.