He, Hong-Wei and Li, Y. (2011) Key service drivers for high-tech service brand equity : the mediating role of overall service quality and perceived value. Journal of Marketing Management, 27 (1-2). pp. 77-99. ISSN 0267-257XFull text not available in this repository. (Request a copy from the Strathclyde author)
This study investigates how different aspects of service quality could have effects on overall perception of service quality, perceived value, and service brand equity. Based on a survey of active users of mobile telecommunications services in Taiwan, we obtained the following findings. First, we found that empathy, network quality, reliability, and assurance, but not tangibles and responsiveness, have a significant effect on service quality and value perception. Second, the effect of overall service quality on brand equity is partially mediated by perceived value. Third, overall service quality has differential mediation effects on the relationships between specific service quality dimensions and perceived value. Finally, empathy and network quality have direct effects on brand equity. For managers, our study suggests the importance of identifying key service drivers for building strong service brand for high-tech service firms. The identification of key service drivers could then enable these firms to make strategic decisions on services investments. It also demonstrates the importance of the humanisation of technology for services firms. This study is original in that it explores the path from specific services qualities to service brand equity.
|Keywords:||key service drivers, high-tech, service brand equity, service quality, perceived value, mediating role , brand equity, service brand, Marketing. Distribution of products, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Pure Administrator|
|Date Deposited:||11 Sep 2013 10:21|
|Last modified:||11 Nov 2016 04:29|