Abstract
This present study investigated the causal relationships among the dimensions of consumer-based brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality. A total of 602 self-administrated questionnaires were distributed via non-probability sampling. Findings suggested that the dimensions of service quality in the service shop were comprised of tangibles, responsiveness, empathy, assurance, recovery, and knowledge. The causal effects of service quality are significantly greater than product cues in formatting favorable consumer response towards the brand. The major contribution is that it provides imperative insight into the development of consumer-based brand equity in the service industry that is based on typology-specific. Future study should include simultaneous examination of the four service quadrants as classified by Schmenner’s (1986), and investigates the universal dimensional of consumer-based brand equity in service industry by typology-specific.
Highlights
This present study investigated the causal relationships among the dimensions of consumer-based brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality
The results highlighted that the dimensions of service quality can be indicated by typology-specific, which is in line with the study of service factory (Olorunniwo et al, 2006)
Based on results reported in the present study, service quality of the service shop was dominated by “Tangibles”, “Responsiveness”, “Empathy”, “Assurance”, “Recovery”, and “Knowledge”
Summary
This present study investigated the causal relationships among the dimensions of consumer-based brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality. Muller (1998) highlighted that restaurant chains (service shop) should focus on three key areas, which are execution of service delivery, quality products and services, and establishing a symbolic and evocative image He further argued that these strong combinations have been attributed to gaining the opportunity in charging premium prices and enhancing customer loyalty. That is, both service quality and product quality serve as important criteria in measuring perceived quality, and the creation for both qualities has to be focused on consumers’ perceptions, rather than on actual quality (Aaker, 1996). With Aaker’s brand equity model, this study sets out to retest the measurement of consumer-based brand equity with restaurant brands in the service shop market
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