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首页> 外文期刊>Journal of service management >Diagnosing service brand strength: customer-dominant brand relationship mapping
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Diagnosing service brand strength: customer-dominant brand relationship mapping

机译：诊断服务品牌实力：以客户为主导的品牌关系映射

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Purpose - Managing service brands entails managing a portfolio of brand relationships with customers and non-customers. The paper develops a framework for diagnosing the strength of a service brand colored by a customer-dominant business logic perspective. The paper aims to discuss these issues. Design/methodology/approach - Combining insights from the literature on branding, service, and relationship management, the paper develops a customer-dominant conceptual and methodological approach. Brand strength captures customers' attachment to a brand in terms of their thoughts, feelings, and actions toward the brand. Since brand strength is the configuration of customers' and non-customers' brand relationships, the paper divides the brand relationship into two components -brand connection and purchase status - to compose a brand strength map. Findings - Grounded in customers' accumulated positive and negative experiences, the framework creates a diagnostic picture of the strength of the brand, and an illustrative empirical study demonstrates the mapping procedure's applicability to service brands. Research limitations/implications - The approach is an alternative to a traditional measurement scale development approach. Future studies should explore the framework's adaptability to different contexts, stakeholders, and industries. Practical implications - The distinctive model comprehensively captures the aggregate picture of customers' brand relationships, and the managerially parsimonious framework can be adapted to different service settings. Originality/value - The framework represents a novel diagnostic tool for service companies to explore their brand's strength. The approach is unique because it adopts a customer-dominant perspective. Furthermore, it includes behavior with a relational perspective and negative responses, which reduce overall brand strength.
机译：目的-管理服务品牌需要管理与客户和非客户的品牌关系组合。本文开发了一个框架，用于诊断以客户为主导的业务逻辑视角为基础的服务品牌的实力。本文旨在讨论这些问题。设计/方法/方法-结合品牌，服务和关系管理方面的见解，本文开发了一种以客户为主导的概念和方法。品牌实力可以根据客户对品牌的想法，感觉和行为来吸引他们对品牌的依恋。由于品牌强度是客户和非客户品牌关系的配置，因此本文将品牌关系分为两个部分-品牌联系和购买状态-来构成品牌强度图。调查结果-该框架以客户积累的积极和消极经验为基础，为品牌实力创建了诊断图，并且一项示例性的经验研究证明了测绘程序对服务品牌的适用性。研究局限性/含义-该方法是传统测量规模开发方法的替代方法。未来的研究应探索该框架对不同背景，利益相关者和行业的适应性。实际意义-独特的模型全面地反映了客户品牌关系的总体情况，并且管理简约的框架可以适应不同的服务设置。原创性/价值-该框架代表服务公司探索其品牌实力的新颖诊断工具。该方法是独特的，因为它采用了以客户为主导的观点。此外，它还包括具有相关视角的行为和负面回应，从而降低了整体品牌实力。

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