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Brand equity in the professional service context: Analyzing the impact of employee role behavior and customer-employee rapport

机译：专业服务环境中的品牌资产：分析员工角色行为和客户与员工关系的影响

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摘要

The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer-employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer-employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer-employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.
机译：该研究从客户感知的角色歧义，角色超载和客户与员工的融洽关系等方面考察了与客户对员工行为的感知相关的因素是否会影响专业服务环境中品牌资产的发展。四大审计公司之一的632位客户参加了该研究。结构方程建模的结果表明，角色歧义性和角色超载对构成品牌资产的品牌联想，感知质量和品牌忠诚度有负面影响。调查结果表明，客户与员工之间的融洽关系对增强B2B品牌资产具有积极作用。但是，角色歧义性和角色超载对客户-员工融洽转移的负面影响对品牌资产的有害间接影响。该研究有助于了解服务提供商和客户之间的真实互动如何影响专业服务环境中的品牌资产。

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