Research On The Influence Of Chain Service Industry On The Brand Connotation

Chain-store operation is an inevitable way for service firms to expand the scale of operation. However, there may be inconsistencies during the brand connotation delivery. Besides, the factors affecting the level of satisfaction will be different in various service industries. Service attributes are the dimensions for measuring the level of service quality. There are no researches studying on whether the service attributes affect brand connotation and satisfaction or not. Based on the survey of five service chain stores of two brands in property industries, this study used empirical research methods to explore the relationship between core service attributes and brand connotation. In addition, this article also explored the effect on satisfaction evaluation from service attributes, the results of which will be a reference for managers. Finally, limitation of this study is discussed.