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Effects of Two Types of Service Quality on Brand Equity in China: The Moderating Roles of Satisfaction, Brand Associations, and Brand Loyalty

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Authors
Ha, Hong-Youl
Issue Date
2009-12
Publisher
College of Business Administration (경영대학)
Citation
Seoul Journal of Business, Vol.15 No.2, pp. 59-83
Keywords
types of service qualitybrand equitysatisfactionmoderating rolebrand associationbrand loyalty
Abstract
In mature industries characterized by the differences in environmental elements, service quality often distinguishes an organization from its rivals. Two types of service quality, such as physical and perceived �ser-service

quality, may have different approaches to enhance brand equity. The authors developed a model that addresses the interrelationships between two types of service quality and brand equity and examined the moderating effects of satisfaction, brand associations, and brand loyalty. Based on survey data collected from department store customers in two major cities of China, the findings indicate that when the moderating effects are considered, the effect of physical service quality on brand equity is much stronger than the effect of perceived service quality.
ISSN
1226-9816
Language
English
URI
https://hdl.handle.net/10371/32222
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Seoul Journal of Business (SJB)Seoul Journal of Business Volume 15, Number 1/2 (2009)
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