The Study On The Influence Path Of Chinese Dinner Enterprises' Service Quality On Brand Image

As an important asset of the service enterprise,the brand image is the costumer's perception and evaluation about service image,personnel image and company image.The establishment and maintenance of a good brand image not only depends on the success of the promotion strategy,but also depends on the customer-perceived service quality and the total value of the enterprise can help customers to achieve.To create a good,strong brand image,most dinner enterprises response to the policy of “gong ji ce”,strive to improve service quality.With increasingly discerning customer value demand,in terms of the service quality,there are some deficiencies,such as serious homogenization phenomenon,poor effectiveness,which are not conducive to the formation of good brand image.The existing researches on the service quality involves libraries,logistics,a small number of hotels and so on,scholars are more interested in the researches of the influence of service quality on the brand image of the logistics enterprises,and have not been thoroughly studied on dinner enterprises,through the study of the literaturethes,the author found that customer value produce incomplete mediating effect on the interaction process of service quality and brand image.In conclusion,this paper tries to explore the effect of two kinds of path of Chinese dinner enterprises' service quality on brand image:the first,service quality may directly affect the brand image;the second,service quality may indirectly affect the brand image through the influence of customer value,from the point of view of service quality and customer value,the author puts forward some suggestions for Chinese dinner enterprises.This paper is based on the related theory's research summary of service quality,customer value,brand image,the existing research results will be incorporated into the SERVPERF model(authoritative service quality measurement model),to build this paper's theoretical model(in this model,service quality includes 5 dimensions: tangible display,reliable service,service response,service assurance and service empathy),and put forward relevant assumptions about the relationship among the service quality,customer value,and brand image.Designing and distributing initial questionnaires based on the operational definition and measurement of variables.According to the results of previous research to modify the questionnaire,then it can form the final questionnaire.A total of 313 valid questionnaires were collected for half a month online and offline,and the validity and reliability of the questionnaire were analyzed by SPSS19.0 software.The results showed that: the Chinese dinner enterprises' service quality impact on thebrand image exist two ways,on the one hand,the five dimensions of service quality have direct positive impact on brand image,the influence degree from large to small order of service response(0.196),physical evidence(0.196,standard coefficient is smaller than service response),service guarantee(0.161),reliable service(0.151),service empathy(0.139);on the other hand,the customer value produce incomplete mediating effect on the interaction process of service quality and brand image.That's to say,all the hypotheses of this paper are supported by empirical evidence,and the proposed theoretical model is tested.According to the empirical results,this paper put forward some suggestions of how our dinner enterprises enhance the brand image from the perspective of service quality,customer value: On the one hand,strengthen the dynamic evaluation of the service's quality,it takes the customer as the center,build scientific and reasonable evaluation system of service quality,from the customer's angle to deeply understand the extent of the enterprise service quality.Focus on strengthening service respons(advise the enterprises enhance the waiter's management and training of response speed and the degree of flexibility).Finally,it makes up for the deficiencies of service guarantee,service reliability and service empathy.Then,improve the physical display(improve decoration style,dining environment,service personnel,etc);On the other hand,attach importance to the customer value's mediating effect on the relationship of service quality and brand image,by improving the service quality to increase customer perceived benefits,reduce pay cost,and improve the total customer value,so as to enhance Chinese dinner enterprises' brand image.This paper has the following innovations:Until May 3,2017,when using "SERVQUAL" or "quality of service" as keyword,there are 14521 papers,there are few dinner enterprises involved,after revising the SERVQUAL model and scale,put them into dinner industry service quality evaluation's application,which expand the SERVPERF scale's scope of use;A lot of researches involve the single path of the influence of service quality on brand image,according to the characteristics of the dinner enterprises,and add customer value,to explore the indirect influence of service quality on brand image,and further enrich the relevant theoretical and empirical researches.