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| Author: | He, H. Li, Y. |
| Title: | Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value |
| Journal: | Journal of Marketing Management
2011 : FEB, VOL. 27:1-2, p. 77-99 |
| Index terms: | brands service quality brand valuation high technology |
| Language: | eng |
| Abstract: | The purpose of this study is to investigate how different aspects of service quality could affect to overall perception of service quality, perceived value and service brand equity. The study is based on a survey of users of mobile telecommunications services in Taiwan. The study suggest that functional service aspects and human interaction service aspects are important drivers for service quality and value perception. It is found that empathy and network quality have direct effects on brand equity. |
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