The Research On Brand Equity's Driving Factors Of Telecommunications Service

Looking at the domestic and international studies about brand equity, the subjects of research are mainly focused on tangible products field, only a little researches about the intangible service field, and for telecommunications service, studies of brand equity's driving factors are rarely mentioned. For these reasons, this dissertation decides to do some deep researches on the brand equity's driving factors of telecommunications service from consumers'perspective by way of theoretical and empirical, build up a driving model of brand equity. Through the analysis and discuss of the influential relationship and principle between variables, this study tries to provide some reference and recommendations to telecommunications companies to manage and enhance brand equity in the future.This dissertation puts forward the hypothesis and builds up the model on the basis of literature research, then designs out a standard and structured questionnaire to make a investigation towards the telecom users. Through the analysis of the data from the survey, this research makes out the relationship between variables and corrects the model. Combining the theoretical analysis and data validation, the research obtains the following conclusions and recommendations.Firstly, in telecommunications service industry, there are five driving factors to the brand equity including brand communication, customer experience, staff management, service quality and corporate culture & values. These factors take different functions to the four dimensions of brand equity:brand awareness & associations, perceived quality, brand image and brand loyalty.Secondly, in telecommunications industry, the most significant driving factors to brand equity are customer experience, service quality and corporate culture & values, they influence three dimensions of it. The following factor should be brand communication, it significantly influence two dimensions. The last one is staff management, it also influence two, but degree of impact is weaker.Thirdly, through the combination of the theoretical and empirical research, this research suggests that in order to manage and enhance the brand equity, telecom companies should establish a sound two-way brand communication mechanism;take great attention to the customer experience;enhance the service quality;strengthen the staff management; make a emphasis on the construction of corporate culture;at the same time, enhance the brand concept of whole company and implement the strategy of brand competition.Through the theoretical and empirical research on the driving factors of brand equity of telecommunications service, this study hopes to give some theoretical references to the telecom companies about their brand management in the future.