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| 多维互动对服务品牌资产的影响——基于灰关联分析的研究 | |
| 引用本文： | 卫海英,张蕾,梁彦明,姚作为. 多维互动对服务品牌资产的影响——基于灰关联分析的研究[J]. 管理科学学报, 2011, 14(10): 43-53 |
| 作者姓名： | 卫海英 张蕾 梁彦明 姚作为 |
| 作者单位： | 1. 暨南大学管理学院、国际商学院,广州,510632 2. 深圳大学管理学院,深圳,518060 3. 广州行政学院管理学院,广州,510053 |
| 基金项目： | 国家自然科学基金资助项目(71072126); 教育部人文社科基金资助项目(08JA630032) |
| 摘 要： | 从现有文献和观点中提炼出了服务企业、一线员工与顾客之间的主要互动因素,构建了一个基于多维互动的服务品牌资产分析框架,并基于此框架运用灰关联分析方法进行了探索性的实证研究,验证了服务企业、一线员工与顾客之间的多维互动是服务品牌资产消长的根源,也揭示了处于初级阶段的我国服务企业品牌建设的特征. |
| 关 键 词： | 服务品牌 多维互动 品牌资产 灰关联分析 |
Research on the effect of multidimensional interaction on service brand equity-based gray relational analysis |
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| WEI Hai-ying,ZHANG Lei,LIANG Yan-ming,YAO Zuo-wei. Research on the effect of multidimensional interaction on service brand equity-based gray relational analysis[J]. Journal of Management Sciences in China, 2011, 14(10): 43-53 | |
| Authors: | WEI Hai-ying ZHANG Lei LIANG Yan-ming YAO Zuo-wei |
| Affiliation: | WEI Hai-ying1,ZHANG Lei2,LIANG Yan-ming1,YAO Zuo-wei3 1.School of Management,School of International Business,Jinan University,Guangzhou 510632,China,2.School of Management,Shenzhen University,Shenzhen 518060,3.Department of Management,Guangdong Institute of public Administration,Guangzhou 510053 |
| Abstract: | As the most basic feature of service industry,interaction is defined as the mutual action and influence among various objects.After reviewing the recent researches of service brand equity,twelve main interaction factors among service enterprises,employees and customers are drawn out.Then an analytical framework of service brand equity based on multidimensional interaction is established,and an exploratory empirical study in four service industries of Guangzhou is conducted,where the influence of those twelv... |
| Keywords: | service brand multidimensional interaction brand equity gray relational analysis |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |