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Constructing a relationship-based brand equity model

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Abstract

The purpose of this study is to develop and test a model in which several aspects of the service encounter including service staff, servicescape, customer similarity, and customer interaction are taken into account simultaneously as antecedents of relationship quality and generation of brand equity. Testing the hypotheses involved two service settings, banks and department stores. The findings demonstrate that serviced staff and customer interaction have significant direct effects on brand equity. Surprisingly, four variables of service encounter have significant indirect effects through relationship quality on brand equity. Based on these findings, the implications for managers and future research are identified.

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Acknowledgments

The authors are grateful to the two anonymous reviewers for their valuable comments and suggestions that have helped in finalizing the manuscript.

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Authors and Affiliations

  1. Department of Marketing and Logistics Management, Ling Tung University, 1 Ling Tung Road, Nantun, Taichung, 40852, Taiwan, R.O.C.

    Chao-Hung Wang

  2. Department of Finance, Ling Tung University, 1 Ling Tung Road, Nantun, Taichung, 40852, Taiwan, R.O.C.

    Li-Chang Hsu

  3. Department of Business Administration, National Chung Hsing University, 250 Kuo Kuang Road, Taichung, 40227, Taiwan, R.O.C.

    Shyh-Rong Fang

Authors
  1. Chao-Hung Wang
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Correspondence to Li-Chang Hsu.

Appendix

Appendix

Samples and factor loading of measurement

Constructs

Samples

Items

Factor loading

Service staff

    Technical skill

The X personnel are knowledgeable enough to deal with all my questions

3

0.81

    Closeness

The X personnel are polite and friendly

3

0.82

    Disclosure

The X personnel attempt to establish a relationship with me

3

0.71

Servicescape

    Physical equipment

X’s physical equipment is one of the best in its industry

4

0.81

    Atmosphere

I can rely on there being a good atmosphere

6

0.76

Customer similarity

My dressing style is similar to other customers

3

0.87

Customer interaction

My interaction with other customers is easy

3

0.74

Relationship quality

    Trust

I can count on the X to be sincere

6

0.71

    Satisfaction

Overall, I am satisfied with shopping at X

5

0.85

Brand equity

    Brand loyalty

I am very loyal to X’s name

3

0.86

    Brand association

I am committed to my sales associate at X’s name

3

0.86

  1. All items were measured on five-point scales, “1 = strongly disagree” and “5 = strongly agree” as the anchors

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Wang, CH., Hsu, LC. & Fang, SR. Constructing a relationship-based brand equity model. Serv Bus 3, 275–292 (2009). https://doi.org/10.1007/s11628-008-0062-2

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