服务品牌形象提升策略研究——基于酒店业的实证研究

发布时间：2018-06-06 09:45

本文选题：品牌形象 + 服务定位　；参考：《当代财经》2012年03期

【摘要】：由于大多数的服务具有体验和信任属性,因而消费者购买服务的感知风险要高于购买产品。作为可以把"无形因素有形化"的一种外在线索,服务品牌形象在降低消费者搜寻成本和感知风险方面的作用就变得异常突出。以21 8个酒店企业作为样本,作者对服务品牌形象的改进是否会提升企业的绩效表现,以及何种服务策略会提升服务品牌形象进行了实证检验。结果显示,服务品牌形象对市场绩效有正向的影响,而市场绩效又进而正向地影响财务绩效;服务定位、品牌管理和服务创新管理对品牌形象具有显著的正向影响,顾客参与管理、顾客关系管理和服务补救管理对品牌形象不具有显著影响。服务企业应有效地管理服务定位、服务品牌和服务创新来提升服务品牌形象。
[Abstract]:Because most services have the attributes of experience and trust, the perceived risk of purchasing services is higher than that of purchasing products. As an external clue which can make invisible factors visible, the role of service brand image in reducing consumers' search cost and perceived risk becomes extremely prominent. Taking 21 8 hotel enterprises as a sample, the author makes an empirical test on whether the improvement of service brand image will improve the performance of the enterprise and what service strategy will enhance the service brand image. The results show that service brand image has a positive impact on market performance, and market performance has a positive impact on financial performance, service positioning, brand management and service innovation management have a significant positive impact on brand image. Customer participation management, customer relationship management and service remedy management have no significant impact on brand image. Service enterprises should effectively manage service positioning, service brand and service innovation to enhance service brand image.
【作者单位】：复旦大学管理学院;
【基金】：国家自然科学基金项目“顾客参与服务价值创造过程的互动机制研究”(70972044)
【分类号】：F719

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