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论文编号：	1356
作者编号：	032899
上传时间：	2010/4/8 9:39:55
中文题目：	基于顾客体验的服务品牌权益研究
英文题目：	Functional Experience; Affective Experience;
指导老师：	范秀成
中文关键字：	功能体验；情感体验；社会体验；品牌权益；服务品牌权益
英文关键字：	Functional Experience; Affective Experience; Social Experience
中文摘要：	品牌权益是品牌竞争能力的综合反映，自二十世纪八十年代以来，这一概念受到学者和管理者的大量关注，并成为品牌研究的核心内容。在学术界，对品牌权益的研究更多地集中在有形产品上，尤其是以日用消费品为主，而针对服务品牌权益的研究还显得相对不足。服务业的高速发展带来服务企业之间的竞争日益加剧，创建强势服务品牌是服务组织获得和提高竞争能力的重要途径，也是服务组织长久保持竞争优势的关键所在，研究服务品牌权益对于服务企业具有重要价值。 品牌权益的概念和创建原理同样适用于服务业，但是服务的特性决定了服务品牌权益的创建方式应当区别于有形产品。在服务业，顾客亲身参与服务的生产与消费，服务就是一种顾客体验，服务的本质和特性决定了顾客体验对于服务品牌权益创建具有重要影响。 本文主要研究顾客体验与服务品牌权益之间的关系，为服务品牌权益研究提供一个新的视角。论文在相关文献回顾和深度访谈的基础之上，根据顾客消费目的的多样性，将顾客体验分为功能体验、情感体验和社会体验三个维度，其中，功能体验又分为服务产品体验、服务环境体验和员工服务体验三类。同时，论文根据其他学者的观点，将服务品牌形象、顾客感知价值和服务品牌忠诚作为受顾客体验影响的服务品牌权益的三个维度，构建了基于顾客体验的服务品牌权益模型，最后通过调研数据对研究模型和研究假设进行了验证。 本研究采用定性和定量相结合的方法，对研究主题逐步展开研究。定性方法主要包括文献法、深度访谈和内容分析，深度访谈包括2个开放式访谈和8个半结构化访谈，并用内容分析方法对访谈记录进行整理分析。在定性研究阶段，主要界定了各个概念的抽象定义和操作性定义，提出相关研究假设，构建理论模型。定量方法主要采用问卷调研法，分析软件主要包括SPSS13.0和LISREL8.52两种统计软件。定量研究分三步进行，在第一阶段，用便利抽样的方式，获取192个有效样本，然后用样本数据对测量量表进行信度和效度检验，在此基础之上，确认了正式研究模型和正式调研问卷；在第二阶段，根据科学抽样的原则，在豪华餐馆、大众餐馆和快餐店进行实地调研，分别获取342、216和233个有效样本，在信度和效度检验基础之上，用结构方程模型分别对三类样本进行分析；在第三阶段，用正式调研数据进行相应的定量分析。 论文研究得到以下主要结论： 1．顾客体验是一个多维的概念。从服务消费所追求的利益来看，顾客体验 1 包括功能体验、情感体验和社会体验。顾客服务体验的三个维度之间具有层级关系：功能体验是基础，对情感体验和社会体验产生影响；社会体验只对积极情感产生显著影响，而对消极情感作用不显著。 2．顾客体验对于服务品牌权益的创建具有重要作用，但是二者之间的关系却是复杂的。在经营定位不同的服务企业，服务产品体验、服务环境体验和员工服务体验，对服务品牌权益的影响路径和影响强度有所差异。社会体验受服务品牌形象的直接影响，同时，社会体验通过顾客感知价值对服务品牌忠诚产生间接影响。积极情感和消极情感只在某些服务企业对服务品牌权益产生影响。 3．从总影响效应来看，服务品牌形象是服务品牌权益的核心。服务品牌形象和顾客感知价值通过服务品牌忠诚对服务品牌权益产生间接影响，并且服务品牌形象对服务品牌权益有直接作用。顾客感知价值对服务品牌权益的直接影响只在两类样本中得到验证，将顾客感知价值作为服务品牌权益的一个维度还有待进一步证实。 4．服务企业经营定位对研究模型中的各个概念具有调节作用。虽然样本数据来源于同一服务业，但是顾客对三类样本各个结构变量的评价却不相同。豪华餐馆中的顾客对各个概念的评价均显著好于大众餐馆和快餐店的顾客，而大众餐馆和快餐店中的顾客，对服务产品体验、积极情感、消极情感、社会体验、服务品牌形象和服务品牌忠诚的评价也有所差异。
英文摘要：	Brand equity is the comprehensive reflection of one brand competitive power. Since 1980’s of the 20th century, it has been drawn a lot of attention from researchers and practitioners interested in marketing, and it has been becoming the core content in brand research field. However, most studies concentrate on tangible products, especially the consumer goods, and the research of the service brand equity still seems to be relatively insufficient. The rapid development of the service business results in the fierce competition for the service enterprises, so establishing a powerful service brand is an important path to acquire and enhance competitive competence, and it is also the key to retain long-term competitive advantages. Thus the research of service brand equity has significant value to service organizations. The brand equity concepts and creating principles are applicable to service businesses equally, but service characteristics determine that service should focus on its own creation way which is different from tangible products. Service requires customers’ participation in production and consumption, thus service is a kind of customer experience in nature. Based on service essence and features, customer experience should have an important impact on service brand creation. This dissertation explores the relationships between customer experience and service brand equity, approaching the sources of service brand equity in a new perspective. Based on related literature reviews and in-depth interviews, the author categorizes customer experience into three dimensions, i.e. functional experience, affective experience and social experience according to diversified customers’ consumption purposes. Additionally, the functional experience comprises service product experience, servicescape experience and employee service experience. At the same time, according to the views from other researchers, the author regards service brand image, customer perceived value and service brand loyalty as three dimensions of service brand equity which are subjected to customer experience. The author constructs a service brand equity model based on customer experience and develops a multi-item scales, and then uses survey data to verify the research model and related theoretic hypothesis finally. The study applies a research design combining qualitative apporaches and quantitative techniques. The qualitative study conducts in literature reviews, in-depth interviews and content analysis. Based on 2 open and 8 semistructured interviews, the content analysis method is utilized to carry on the sorting analysis to the records. In this phase, the abstract and operational definition of each concept is defined mainly, and the related research assumption and theoretic model are proposed. .The quantitative study draws mainly on questionnaire survey to satisfy SPSS 13.0 and LISREL8.52 statistics software for the analysis which be divided into three-phases. The first phase involves convenience sampling to get 192 effective samples, using data collected to test the measurement scale’s reliability and validity and to modify the research model and to confirm the formal questionnaire. According to the principle of scientifically sampling, the second phase carries on on-the-spot survey in luxurious restaurants, public restaurants and fast food restaurants to obtain 342, 216 and 233 valid samples respectively, then uses structural equation analytical technique to analyze data from the three types of samples. The third one makes some quantitative analysis test some variables’ moderating effects with formal data. The main conclusions of the thesis are following: 1. Customer experience is a multidimensional construct. In the interests of service consumption, customer experience comprises functional experience, affective experience and social experience. Moreover, customer experience has a hierarchical structure to the three dimensions: functional experience is the base, affecting affective experience and social experience; social experience only has a significant impact on positive affect, while insignificant influence on negative affect. 2. Customer experience plays an important role in creating service brand equity; however, their relations are complicated. It has a direct bearing on each dimension of service brand equity for customers to experience service product, servcicescape and service employee despite disparity in effect path and effect strength among service firms of different operational positions. Service brand image exerts direct influence in social experience, which affects service brand loyalty indirectly through customer perceived value at the same time. Only in the certain service settings can positive affect and negative affect influence service brand equity. 3. Regarding total effect, service brand image should be the core of service brand equity. Service brand image and customer perceived value have an indirect influence on service brand equity through service brand loyalty, the former affects service brand equity directly. We only validate that the customer perceived value directly influence service brand equity in two types of samples, which could be further examined in future research. 4. Although samples are derived from the same service industry, customers take different evaluation on each structural variable in three types. The variables perception in luxurious restaurants context are significantly better than that in popular and fast food restaurants. And customers in popular and fast food restaurants have different evaluation of service product experience, positive experience, negative experience, social experience, service brand image, and service brand loyalty.
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