Key service drivers for high-tech service brand equity: the mediating role of overall service quality and perceived value

Hong-Wei He, Y. Li

Research output: Contribution to journalArticle

46 Citations (Scopus)

Abstract

This study investigates how different aspects of service quality could have effects on overall perception of service quality, perceived value, and service brand equity. Based on a survey of active users of mobile telecommunications services in Taiwan, we obtained the following findings. First, we found that empathy, network quality, reliability, and assurance, but not tangibles and responsiveness, have a significant effect on service quality and value perception. Second, the effect of overall service quality on brand equity is partially mediated by perceived value. Third, overall service quality has differential mediation effects on the relationships between specific service quality dimensions and perceived value. Finally, empathy and network quality have direct effects on brand equity. For managers, our study suggests the importance of identifying key service drivers for building strong service brand for high-tech service firms. The identification of key service drivers could then enable these firms to make strategic decisions on services investments. It also demonstrates the importance of the humanisation of technology for services firms. This study is original in that it explores the path from specific services qualities to service brand equity.
Original languageEnglish
Pages (from-to)77-99
Number of pages23
JournalJournal of Marketing Management
Volume27
Issue number1-2
Early online date21 Sep 2010
DOIs
Publication statusPublished - 2011

Keywords

  • key service drivers
  • high-tech
  • service brand equity
  • service quality
  • perceived value
  • mediating role
  • brand equity
  • service brand

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