服务质量与品牌资产之间关系研究-企业管理专业论文.docx

STUDY OF THE RELATIONSHIP BETWEEN SERVICE QUALITY AND BRAND EQUITY ABSTRACT As the market competition becomes much stiffer, the competition between enterprises not only the quality and function of products, but also intangible assets of the enterprise’s brand. Brand is the best-value property for companies. The domestic enterprise just study foreign capital giant in standardization，specialization and simplification, it has actually neglected the core brand value establishment. There are higher value with powerful brand. Cause of higher brand familiarity, and the most important is brand image with contact and interactive between customers and products. And then, it has established a deep relationship with customers, and made them can experience the produces’ interest and values. Once the customers connect the brand and benefits of visible and invisible, they will take the initiative to purchase and become the loyal customers for pay a higher price. So, brand equity is expression in the brand and customer loyalty relationship. Powerful brand create more value for customers, which has thoughts more benefits, and of win the favor of customers. For service industry, the improvement of quality of services will help upgrade peceived value, which has a positive significance for brand building. In this paper, we study service quality, customer value and brand equity of three dimensions. From the perspective of customer value, it is established the relationship model with service quality and brand equity. It is through the empirical investigation of fast-food chain. And it is authentication between service quality and brand equity, study the relationship of service quality to the brand equity is mainly intermediary affect the indirect realization through the customer value.. In this paper, we have improved service quality to provide advice for more customer value and brand building. So we have survey results with spss13.0, draw the conclusions that: Each dimension of service