The Analyses of Causality Relationships for Service Brands Development

Ching-Chow Yang
2014 Proceedings of the 2014 International Conference on Global Economy, Commerce and Service Science   unpublished
The globally intensive competition of the business environment has forced the service corporations to gain the trust customer relationship. Developing the service brands and effective management will achieve the customer trust and intimate customer relationship. How to successfully build the service brands is a critical issue for the service industries. In this research, we want to examine the core capability of the brand development for service organizations. Based on the literature review and
more » ... experts interviews, we can develop an integrated model, which is constituted by five constructs: business model, brand development, service quality, customer value, and business performance. Based on the integrated model, a structure equation model (SEM) can be proposed, which is used for the causality analyses for service firms to build their owned brand, and then we conduct the related empirical study. Based on the statistic analyses, the causalities among the constructs of SEM model can be confirmed. 'Business model' is the fundamental force for the brand development, which can result in better 'customer value' and then the 'business performance', especially the financial performance. Besides the brand marketing, the service firms need to realize the practices of quality management and customer relation management.
doi:10.2991/gecss-14.2014.92 fatcat:viz4lyh3krfnnnge5tr6famqiq