| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 102 === The study is based on constructing a measure of service quality and brand equity for the purpose, according to the literature to understand the service quality and brand equity content and theoretical basis, and for the Parasuraman, Zeithaml and Berry (1985) published ten service quality CBBE model content, and Keller (1993) proposed to collate and analyze the impact of the relationship between them; between them to find a suitable measure of both modes, explore the differences and similarities between the place.
Measure the dimensions of service quality and brand equity is the focus of this study. Service quality factor can be regarded as composed of a tangible objective response, in part as to the time factor will develop into a subjective emotional reactions, compared with service quality and brand equity the common factor, failed to become subjective response is the unique quality of service factors. The composition factors of brand equity is an intangible subjective emotional reactions, some invisible consisting of objective response factor is the common factor of service quality and brand equity, and not a subjective image of the invisible reaction is brand equity the unique factor.
This study used a case study research method. The description of the service quality is an important element of brand value. The better quality of service will drive customers to choose the brand products rather than competing brands. Build brand equity and brand image that help build relationships between customers and effectively improve the perceived quality of the customer for this brand. A brand that is the customer for this product overall superiority in comparison to other competing brands under. There will be a higher level of satisfaction. Through the establishment of the brand, its brand is fully humanized, prompting the customer relationship as the brand is one of the partners, and the unique characteristics of the brand by building customer preference for its emotional, subjective and thus enhance the customer positive perception of the brand quality and compared to other competing brands is a difference which can not be replaced, to help customers increase the degree of loyalty to this brand.
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