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Service Business

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01-09-2009 | Original paper

Constructing a relationship-based brand equity model

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

Published in: Service Business | Issue 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.

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Title: Constructing a relationship-based brand equity model
Authors: Chao-Hung Wang
Li-Chang Hsu
Shyh-Rong Fang
Publication date: 01-09-2009
Publisher: Springer-Verlag
Published in: Service Business / Issue 3/2009
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-008-0062-2

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