Express Service Brand Equity Model And An Empirical Study Based On The Customer Perspective

As China’s economic development, the express industry also developed rapidly.Currently the competition of our express industry is fierce, the state-owned express,foreign express delivery, private express company, e-commerce self-logisticsshowing a " quad coexistence "; while the arrival of e-commerce, express services asthe supporter of e-commerce also emphasize customer experience, the quality ofservice requirements corresponding increase; express service is an intangiblecommodity, it is necessary to build brand equity model, in order to provide referencefor express companies build strong brands.Firstly, the definition of brand equity, based on the customer perspective of brandequity, service brand assets and services related literature theory point of contact werereviewed, for giving the research point of this article. Then the characteristics of thestatus quo of China’s express delivery business and brand building are analyzed, andthen analyzes the characteristics of the express services under the age of e-commerce,while taking advantage of brand touch point theory analyzes the process of expressservices, sums up eight factors which will influence express service brand equity, andaccord this eight factors to build express service brand equity model. Use the methodof questionnaire to get data from Guangdong, Guangxi, Hunan province andeventually get248valid questionnaires. Analyze data with SPSS19.0andSmartPLS2.0, found that the eight factors of express influence every dimension ofbrand equity, the three-dimensional of brand equity could applicable to expressservices, but the three-dimensional of brand equity have a hierarchicalrelationship.Finally, on the conclusion of the study, according to eight factors to putforward some proposals to China’s express delivery services of brand building.