Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value
He, Hongwei and Li, Yan. (2010) Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value. Journal of Marketing Management, Vol.27 (No.1-2). pp. 77-99. ISSN 0267-257XFull text not available from this repository.
Official URL: http://dx.doi.org/10.1080/0267257X.2010.495276
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.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Journal or Publication Title:||Journal of Marketing Management|
|Number of Pages:||13|
|Page Range:||pp. 77-99|
|Access rights to Published version:||Restricted or Subscription Access|
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