摘要
当今市场,服务品牌形象日益受到企业和消费者的重视,树立服务品牌形象来影响消费者的购后行为是企业营销活动中所运用的重要策略。本文主要探索服务品牌形象的构成,并研究服务品牌形象如何通过顾客价值影响消费者购后行为。通过实证分析,验证了服务品牌形象是创造顾客价值和影响消费者购后行为的重要决定因素,并为服务业企业树立良好的品牌形象提供了依据。
Businesses and consumers are increasingly lay their attention on the service brand image nowadays, and establishing service brand image to affect consumer's post-purchase behaviors is the important strategy in the marketing activities of enterprises. In this article the author discusses the constitution of service brand image and how service brand image affecting consumer's post- purchase behaviors by way of customer value. It proves with empirical analysis that service brand image is a major determining factor in creating customer value and effecting consumer post-purchase behaviors, and that the enterprises should set a good service brand image as well.
基金
浙江省哲学社会科学规划课题(07CGG022YB)
关键词
服务品牌形象
顾客价值
购后行为
service brand image
customer value
post-purchase behaviors
