服务企业品牌忠诚的形成路径分析——对如家、浙商银行和小南国的纵向案例研究

摘要/Abstract

摘要：

员工与顾客的互动及行为表现是服务企业品牌化的重要组成部分，针对现有研究较多关注服务品牌的消费者因素，忽视了其他利益相关者，尤其是企业内部员工的角色和作用而造成营销目标和传播目标的冲突问题，本文基于企业内部员工及外部消费者的整合视角研究品牌忠诚问题。由于目前学术界缺乏严谨的服务企业品牌忠诚的形成路径研究，本文通过理论推演，得到品牌内化-顾客体验-品牌忠诚概念模型，并使用如家酒店、浙商银行及小南国三家企业进行多案例分析及复制性检验。研究结果表明：员工培训、承诺、激励等形式的品牌内化有助于提升其满足感及发展空间，从而对外传达有效的品牌形象及品牌声誉，形成良好的顾客体验。良好的顾客体验对品牌忠诚有积极影响，是品牌内化和品牌忠诚的中介变量。品牌忠诚是品牌内化和顾客体验的最终表现形式。本文揭示了服务企业与顾客关系的微观机制，打开了企业如何从内部沟通到外部传播的黑箱，对服务企业的品牌管理与关系营销具有一定的实践启示。

关键词: 品牌内化, 品牌忠诚, 品牌体验, 多案例研究

Abstract:

Employees and customers are considered as the essential parts for the branding of service firms. As the existing researches often ignore other stakeholders than consumers, especially the role of employees, a gap exists between the marketing goal and its low audience acceptance. In this paper, we construct a conceptual approach on how to build customer loyalty for service firms with an integrated perspective. We verify the approach through a longitudinal case study of Homeinns, CZB and TANSH Global Food Group. Our analysis indicates that employees' internalization can be achieved through such internal initiators as brand training and brand exchange and such external initiators as brand image and brand reputation. Under that kind of internalization, the loyal employees would transfer the higher quality service and brand value to customers. Then customers can obtain a better brand experience which has a significantly positive impact on their satisfaction. Finally with the lasting satisfaction they receive from the service brand, brand loyalty comes into being. By this research, the micro mechanism on the relationships between service firm and its customers are mainly discussed, which can be regarded as a practical enlightenment for brand management and relationship marketing.

Key words: brand internalization, brand experience, brand loyalty, case analysis

王丹丹. 服务企业品牌忠诚的形成路径分析——对如家、浙商银行和小南国的纵向案例研究[J]. , 2018, 30(7): 292-304.

Wang Dandan. An Approach to Customer Loyalty of Service Brand——A Longitudinal Case Study on Homeinns, CZB and TANSH Global Food Group[J]. , 2018, 30(7): 292-304.

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