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01.09.2009 | Original paper

Constructing a relationship-based brand equity model

verfasst von: Chao-Hung Wang, Li-Chang Hsu, Shyh-Rong Fang

Erschienen in: Service Business | Ausgabe 3/2009

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Abstract

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.

Vorheriger Artikel Strategic partnerships and the internationalisation process of software SMEs

Nächster Artikel Airline customer satisfaction and loyalty: impact of in-flight service quality

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Titel: Constructing a relationship-based brand equity model
verfasst von: Chao-Hung Wang
Li-Chang Hsu
Shyh-Rong Fang
Publikationsdatum: 01.09.2009
Verlag: Springer-Verlag
Erschienen in: Service Business / Ausgabe 3/2009
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-008-0062-2

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