Service Brand Research Articles

Branding in the age of social media: how entrepreneurs use social networks to boost their service-based businesses

Abstract The basics of product and service branding are generally the same. However, creating a brand for a company that offers services requires more effort because the services are hard to visualize and each client has different expectations. More than promoting any of the services, branding aims to create a perception of trust so that the brand name to be associated with integrity, quality, and innovation. The purpose of this paper is to determine how entrepreneurs develop their service-based business through social networks branding and also what are the benefits obtained from each method. The authors have researched previously what is the impact of social network marketing on business development and noticed that service-based businesses tend to obtain benefits from different activities comparing to product-based businesses. The authors researched through a semistructured questionnaire the online activities of 71 SMEs from Bucharest that offer various types of services to their customers. The results obtained are then correlated with the online and offline performance of the company.

ENHANCE PROMOTION STRATEGIES CV UTERO GO INTERNATIONAL

With ongoing globalization, many business opportunities emerge all over the world. Operating business in one single country means to fail at exploiting additional profit from exporting one’s product or service globally. 
 The following report will analyst the business operations of the company Utero, a creative design agency, responsible for brand, design and consultant services and located in Indonesia. As the company is already very successful in their country of origin, they should start exporting their services to other countries, to grow and yield additional profit.
 In order to do so, we will construct a marketing plan for Utero, based on a thorough analysis of the company’s background, its vision, mission and organizational structure. Also, we are going to assess the readiness of the company to do international marketing. Finally, we are going to give advice on how to successfully develop and implement international marketing, to enter markets all over the world.
 We found, that Utero should implement different marketing strategies, such as publishing a video of the firm online to increase brand awareness and spread it on social media networks such as Facebook. Other possible ideas would be to create a company-based Facebook page or create advertisement that will be displayed on YouTube. 
 In general, our report aims at leading the company Utero on a successful path for further development and we believe that our proposed marketing plan will enable the company to significantly expand their business.

A Study on the Relationships among the Fast-Food Restaurants’ Service Quality, Brand Trust, Brand Distinctiveness, and Revisit Intention

A Study on the Relationships among the Fast-Food Restaurants’ Service Quality, Brand Trust, Brand Distinctiveness, and Revisit Intention

A Study on Failure Factors of Shared Economy Accommodation Platform Airbnb Service Brand

Airbnb(에어비앤비), 우버(Uber)등 활성화 된 공유경제 서비스 브랜드가 국내외로 확장 및 개편 과정에 있다. 본 연구는 첫째, 온라인 숙박공유플랫폼 서비스 실패요인으로 부정적 요소를 추출하는 것이다. 둘째, 정책적 목적으로 유형화 분석을 통해 공유숙박업 활성화를 위한 제도적 정비차원에서 시사점을 이끌어 내고, 서비스 개선차원의 발전모델을 제시하는 것이다. 연구방법으로는 문헌연구, 현황분석, 요인분석 등 단계적으로 이루어진다. 1단계 문헌연구와 2단계 현황분석은 기초연구로서 개념적․이론적 구성 틀을 확립하는 단계이고, 3단계 실증연구로서 2016년 7월 1일부터 2017년 6월 31일까지 에어비앤비 호텔 및 관광분야 유경험자 및 실제적 연구대상자 중심의 요인분석 조사 4단계는 주요요인 인식분석과 갈등관리 분석이 이루어 진다. 연구결과 여러 부정적 요인 중 부정적 요소는 가격불안 요소, 품질적 요소, 시간적 요소, 금전적 요소, 심리적 요소, 호스트 문제, 사이트 문제 등 7가지로 요인별 구분 할 수 있었다. 주요요인 인식분석과 갈등관리는 공간중심 인식유형(가격불안 요소, 품질적 요소 등), 시간중심 인식유형(시간적 요소, 금전적 요소 등), 심리중심 인식유형(심리적 요소, 사이트문제 등), 인적중심 인식유형(호스트 문제 등) 등 4가지로 유형을 나눌 수 있었다.결론적으로, Airbnb(에어비앤비)와 같은 서비스브랜드 이용자의 서비스 실패요인과 복구할 수 있는 여지에 대하여 합리적으로 추론하고 정책적으로 부정적 요인과 갈등의 맥락을 파악하여 제도 정비를 마련하여 궁극적으로는 서비스 브랜드의 개선과 성공적인 발전의 진단자료가 될 수 있다.

Applying Dramaturgy Theory in Computer Maintenance Services

ABSTRACTThis study applied dramaturgy theory, which describes the interaction between actors and audiences in a play (Goffman, 1959), to investigate the roles of front stage and backstage services in the computer maintenance industry. A questionnaire was employed to collect data, with 201 valid responses analyzed. The results indicated that both general users and corporate users evaluated the performance of the front stage as a more critical factor than the backstage. Moreover, assembled computer users pay greater attention to backstage performance compared to brand computer users. Furthermore, consumers who preferred brand service centers emphasized the front stage service personnel appearance and service environment more than did those who preferred nonbrand service centers.

THE IMPACT OF RELATIONAL VALUE TOWARDS CUSTOMER BRAND RELATIONSHIP STICKINESS IN THE CONTEXT OF MALAYSIAN PUBLIC HIGHER EDUCATION SERVICE

This study attempts to investigate the effects of customer value specifically the relational value towards customer brand relationship stickiness in Malaysian public higher education service. Investigating relational value is crucial because it has transpired as one of the basic operant resources of customer value in the service co-creation and contributed in the success of customer brand relationship. Using proportionate stratified random sampling, questionnaires were distributed to 701 postgraduate students studying in the Business and Social Science fields in the Malaysian public universities. The reliability of all the constructs tested produced satisfactory coefficients. Multiple regression and Partial Least Square (PLS) bootstrapping procedures were conducted. The findings support the Social Exchange Theory and previous body of research that indicate positive and significant relationships between customer value such as utility value, hedonic value and relational value including customer brand relationship stickiness pertinent to brand relationship quality and brand resonance. In addition, customer relationship stickiness with the service brand is largely dependent on the motivation of exchanging relational values compared to other customer value dimensions such as utility value and hedonic value. This indicates that relational values such as trust, bonding, empathy and mutual dependence are the key elements in the branding process of the service organisation. For this reason, the success of a service can only be achieved through a strong relationship between customers and the brand of the service. Therefore, this paper offers evidence of the association concerning relationship perspective in the social exchange theory. The contribution of this study is an effort to expand customer brand relationship knowledge particularly in the service domain. Keywords: Customer Brand Relationship; Customer Value; Brand Relationship Quality; Brand Resonance; Social Exchange Theory; Malaysian Public Higher Education.

Parent brand quality, service intensity and consumers’ usage consideration of service-to-service brand extensions

PurposeThis study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual consumers of a national oil change retailer contemplating various service brand extensions.Design/methodology/approachData for the study were collected in two separate surveys using structured self-administered questionnaires. Three drivers were measured for their effect on consumers’ usage consideration for service brand extensions (dependent variable), namely, parent brand evaluation, extension fit and degree of service intensity of the extension.FindingsThe results indicate that parent brand evaluations are the strongest drivers of brand extension usage consideration, regardless of the extension fit or the degree of service intensity of the extension. In addition, the findings suggest that the closer the fit to the parent brand, the more likely the extension will be considered. In contrast, consumers are less likely to consider using an extension as the level of service intensity increases.Originality/valueThis study’s use of actual customers of the brand, for real service brand extensions provides a higher degree of external validity than previous work in this area, and it yields a deeper understanding of the criteria used by consumers when evaluating service brand extensions. The study also provides managerial implications that are of practical value to academics and practitioners alike.

Usability of Online Business Registration Improvisation as Congo‐Brazzaville Re‐Branding Tool

AbstractThere is growing concern that Congolese business' inability to compete in a fiercely competitive international economy spells ruin. Thus, the study uses bricolage and information systems (IS) improvisation as a lens to explore the use of online business registration as a means to rebrand government services. Building and achieving brand status is challenging, however; public service organisations and country of any size with a name can become high status brands. The research problem is that if sufficient attention is not given to reconcile IS improvisation with other organisational dimensions such as expertise, team work, culture, communication and training in the business registration process, it is a foregone conclusion that the automatic assumption that improvisation alone creates brand image and identify might not yield desired results. The main objective of this study was to determine the role of online business registration in service branding. The overarching research question is (a) how does the DTI Congo‐Brazzaville intend to improvise business registration process using e‐commerce technology as branding tool? The study is significant in the way that it boosts DTI Congo's brand image; with potentials to improve the country's ranking in terms of ease of doing business; and extends previous research by examining the usability of online business registration system as branding tool in developing countries. The study focused less on merely identifying IS improvisation benefits; or in solving DTI Congo problems. However, the focal point was creating awareness for DTI Congo to weight current study outcomes, available resource and contemporary e‐commerce technologies in order to make informed decision in terms of technology adoption.The investigation was done at the Department of Trade and Industry (DTI) in Congo‐Brazzaville using a mixed methodology. A survey questionnaire on a sample size of N = 260 from a total of 800 DTI full‐time employees was used to elicit information by requiring respondents to answer objective questions. A focus group comprising of five full‐time employees selected according to their level of IT awareness and position were invited for discussions to gain a broader understanding of the research problem. Observation in the form field work was also done to experience what it is like when there is no other alternative to register a business but to follow the only lengthy and bureaucratic process of traditional business registration. It was evident from the data that 74.2% of respondents agreed that an online business registration system adoption can re‐brand the organisation for innovative public service delivery.

Promoting customers’ involvement with service brands: evidence from coffee shop customers

PurposeThe purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.Design/Methodology/approachThis study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.FindingsResults identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.Research limitations/implicationsThis study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.Practical implicationsResults suggested what factors could enhance brand loyalty to gain competitive advantages.Originality/valueThis study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

The role of pre-consumption experience in perceived value of retailer brands: Consumers' experience from emerging markets

This empirical study integrates the theory of brand touchpoints and the theory of brand experience to investigate the combined effect of pre-consumption and consumption experience on consumer perceived value (CPV) and brand preference. We chose cosmetics retailing for investigation and consumers from a major emerging market: China. Findings reveal that favorable experience with the brand's marketing communication activities during the pre-consumption stage will elicit positive affective responses to enhance brand preference that contributes directly to perceived value and indirectly to brand loyalty. The study extends the conceptualization of consumption-based evaluation of perceived value of service brands to include the consideration of pre-consumption experience. Our findings contribute to a better understanding of the impact of different contact points on the development of brand equity in both pre-consumption and consumption phases from a holistic brand management perspective and provide guidelines for resource allocation on various marketing mix programs.

What are the Building Blocks of Customer Brand Loyalty in Department Stores? A Multi-Level Mediation Analysis

ABSTRACTBuilding customer brand loyalty through branding strategies to sustain competitiveness in the retail industry has gathered momentum among researchers. The purpose of this study is to examine the role of brand personality and consumer brand identification on customer brand loyalty via the mediating variables of perceived service quality, perceived value, brand trust, brand commitment, and word-of-mouth communication among Malaysian department stores' customers. Using a self-structured questionnaire, 381 usable responses are considered for data analysis by applying a covariance-based structural equation modeling approach. The results of exploratory factor analysis show that sincerity, followed by sophistication and competence, are the most significant dimensions used to predict brand personality in department stores. The outcomes also reveal that brand personality indirectly influences customer brand loyalty via consumer brand identification. Furthermore, perceived service quality, perceived value, brand trust, word-of-mouth communication, and brand commitment mediate the effects of consumer brand identification on brand loyalty. Finally, the proposed competing model implies that the indirect impact of brand personality and consumer brand identification is inevitable in building department stores' brand loyalty.

호텔의 뷔페레스토랑 서비스품질과 브랜드이미지의 구조적 관계 : 방문경험의 조절효과를 중심으로

호텔의 뷔페레스토랑 서비스품질과 브랜드이미지의 구조적 관계 : 방문경험의 조절효과를 중심으로

호텔의 뷔페레스토랑 서비스품질과 브랜드이미지의 구조적 관계 : 방문경험의 조절효과를 중심으로

호텔의 뷔페레스토랑 서비스품질과 브랜드이미지의 구조적 관계 : 방문경험의 조절효과를 중심으로

Comparing consumer evaluations of services-to-services brand extensions with services-to-goods

PurposeThe purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension.Design/methodology/approachA survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM).FindingsThe study indicated that context (SS or SG) moderated the influence of factors on attitude toward brand extension. A favorable attitude towards the parent brand had a greater positive influence on SS brand extension compared with SG brand extension. Quality variance among service types under the parent brand had a higher negative impact on attitude towards SG brand extension than on attitude towards SS brand extension.Practical implicationsManagers may prefer extending a service brand to another service rather than a good when consumers have a favorable attitude towards the brand. Furthermore, when the perceived quality of service types under a service brand varies substantially, extension of the brand to a good requires greater concern than extension to a service.Originality/valueThe unique contribution of this study is the examination of the moderating influence of the characteristics of an offering (SS vis-à-vis SG) on the link between brand extension attitude and its influencing factors.

The Awareness of Islamic Branding among Modern Malay Muslim Women (MMW)

This article investigates the understanding of Islamic branding of products and services on modern Malay Muslim women (MMW). It is set against a significant phenomenon in Malaysia where modern MMW struggle with purchase decisions when faced with Islamic branding, a form of marketing in the Muslim world where Islamic symbolisms and values are conveyed through the marketing mix. This article aims to investigate the connection between halal marketed and the lifestyles of modern MMW. A total of 30 modern MMW in Kuala Lumpur were interviewed face-to-face using semi-structured interview method; in addition two focus groups were conducted in 2010. These participants were recruited through snowball sampling for two focus groups and 30 face-to-face interviews as data for this article. All participants were asked about Islamic branding and the following questions were posed; what did participants know about it; did they purchase products with that branding; and how they reconcile traditional Muslim values with modern lifestyle in their everyday routine. The findings show that Islamic branding especially products must have halal requirement, which it does affect modern MMW in their daily lives especially food purchases. The article emphasizes the importance and implications of halal certification in Islamic branding, consumer behavior, advertising and purchasing decision in Malaysia.

How Internal Branding Process Really Pays Off Through Brand Trust

Internal branding is gaining importance for services to manage brand-related attitudes and behaviors of service employees. Although service branding literature points out employees' brand commitment as the key for internal branding activities to influence their brand supporting behaviors, previous studies neglect the role of brand trust to explain both commitment and brand-related behaviors of employees. Therefore, the present study mainly aims to investigate the effect of brand trust for the relationship between internal branding and brand citizenship behaviors of employees. Data were collected from airline customer contact employees and structural equation modeling was used to test the proposed relations. The results suggest that brand trust has a significant effect on brand citizenship behaviors as well as mediates the effect of internal branding activities on brand commitment of airline employees. Managerial implications are provided for internal branding in services and further research topics are suggested.

Caterpillar: a service brand for customer peace of mind

Caterpillar: a service brand for customer peace of mind

Customer Participation Behavior in High- Versus Low-Contact Services: The Multiple Roles of Customer Trust

ABSTRACTIn light of the changing roles of customers from service co-producer to value co-creator, the customer participation literature has conceptualized two types of participation behavior: co-production and value co-creation. However, there is a dearth of knowledge concerning both the antecedents of customer co-creation behavior and the outcomes of such behavior in relation to customer-perceived value and loyalty. Anchored in the trust-commitment theory, the present research (a) examines the effect of how a customer's trust in the service personnel could affect his/her cooperative behavior over the service design and delivery processes; and (b) investigates how the potential impact of a customer's trust in service personnel on his/her co-design and co-delivery behavior could be made contingent upon the customer's trust in the service brand and the types of high- versus low-customer-contact service contexts. Filling the aforementioned research gaps, the present research contributes to advance our knowledge of the roles played by trust at different levels of analysis in facilitating customer participation behavior and improving our appreciation of the customer contact service contexts when designing the service organization for maximizing service value and sustaining brand loyalty over time.

항공서비스 브랜드 차원이 자아이미지 일치를 매개로 하여 브랜드 애착과 브랜드 몰입에 미치는 영향

항공서비스 브랜드 차원이 자아이미지 일치를 매개로 하여 브랜드 애착과 브랜드 몰입에 미치는 영향

Service Quality and Branding Strategies at McDonalds

This report looks at the service quality and service efficiency delivered at the restaurant chain of McDonald’s. McDonald’s was first opened in USA over 50 years ago and the first McDonald’s in UK was opened at Woolwich in 1974 (Crosby, 1979). Today, McDonald has opened over 1000 branches in UK. This report looks at the existing service structure at McDonalds and provides certain recommendations in the field of SERVQUAL and brand strategy that the company might incorporate to improve their service efficiency. This report takes into account the service characteristics such as intangibility, heterogeneity that are relevant to the fast-food chain restaurants such as McDonald’s. Further, this report also studies the service blueprint and servicescape that has been adopted at various outlets of the company. From the findings of this report it can be suggested that there is scope for improvement of McDonald’s stores in their design layout for faster delivery of food and better service delivery to consumers. Branding strategies of the company such as co-branding and individual branding can be adopted to improve the perception of the service quality amongst consumers. This report proves that SERVQUAL can be utilized to understand the gaps creates in service delivery and consumer perception (Carman, 1990). This report helps in understanding how McDonald’s can improve their service qualities to improve customer perception (Bolton and Drew, 1991).