An Approach to Customer Loyalty of Service Brand——A Longitudinal Case Study on Homeinns, CZB and TANSH Global Food Group

Abstract

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

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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