品牌一直是营销研究领域关注的重点内容。而在现有的研究中，对于服务品牌的研究还远远不够。在顾客接受服务的过程中，顾客可能通过接触不同的人员或者服务体验，从而形成不同的服务品牌评价。这种服务品牌的感知和体验对于顾客的口碑和品牌传播具有深远的影响。本文旨在探究不同服务接触点对顾客服务品牌评价的影响，丰富和补充现有文献中对服务品牌的研究。以扎根理论为主导工具，通过收集分析顾客对经济型连锁酒店的网上评论帖子，构建了基于顾客体验的服务品牌接触点模型，探讨了影响顾客体验从而最后影响服务品牌的接触点。研究发现服务质量、服务价格、服务设施和周边情况四个品牌接触点会影响到顾客体验，从而最终影响到顾客的品牌评价。当然，文章也存在一些局限，扎根理论的研究方法在管理学营销学中的应用还不够成熟，本文的研究对象和样本数据的代表性也有些欠缺。% Brand has always been the focus of marketing research. In the existing research, however, investigations of the service brand are not enough. In the process of receiving services, customers can contact with different service stuffs or service ex-perience, thus to form different evaluation of service brand. This perception and experience of service brand has a profound effect on customers' word-of-mouth and brand communication. This article aims to explore the effect of different contact point on cus-tomers' evaluation of service brand, enrich and supplement the existing literature on service brand. Applying Grounded Theory ap-proach and analyzing the online comments for budget hotels, this paper constructs a contact point model of service brand based on customer experience, to investigate the contact points which affect the customer experience and finally influence the service brand. The study finds that four contact points-service quality, service price, service facilities and surrounding circumstances-will affect the customer experience, and ultimately influence the customer brand evaluation. There are also some limitations in this article. The application of Grounded Theory in marketing is not mature enough, also the research sample of this article is not representa-tive enough.
展开▼
