Constructing a relationship-based brand equity model

Chao-Hung Wang (), Li-Chang Hsu () and Shyh-Rong Fang ()

Service Business, 2009, vol. 3, issue 3, 275-292

Abstract: The purpose of this study is to develop and test a model in which several aspects of the service encounter including service staff, servicescape, customer similarity, and customer interaction are taken into account simultaneously as antecedents of relationship quality and generation of brand equity. Testing the hypotheses involved two service settings, banks and department stores. The findings demonstrate that serviced staff and customer interaction have significant direct effects on brand equity. Surprisingly, four variables of service encounter have significant indirect effects through relationship quality on brand equity. Based on these findings, the implications for managers and future research are identified. Copyright Springer-Verlag 2009

Keywords: Brand equity; Relationship quality; Service encounter (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11628-008-0062-2

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