服务品牌延伸的灰色评估模型研究及分析
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摘要
品牌延伸是近年来营销理论和品牌理论的前沿性课题,品牌延伸评估是其中的重要研究内容之一。通过品牌延伸评估,可以有效减少品牌延伸的成本、降低品牌延伸的风险以及进行正确的品牌延伸决策,对于指导品牌管理实践具有十分重要的意义。在过去几十年里,国内外学者致力于探讨与发展影响品牌延伸评估的实证线索与要素,这些成果汇集在一起,形成了较为完善的品牌延伸评估体系,然而研究对象多是针对实体产品。随着服务在社会经济中的重要性与日俱增,服务管理已经引发了人们的广泛关注。与实体品牌延伸相比,服务品牌延伸评估的规律和机理有何异同,这形成了品牌延伸的研究缺口,现有品牌延伸的相关文献无法回答。作为品牌延伸的崭新领域,服务品牌延伸评估在理论和方法上存在很多值得进一步研究的地方。
本文通过文献研究提出了服务品牌延伸概念,将品牌延伸分成实体品牌延伸和服务品牌延伸两大类。在对服务品牌延伸评估的体系和模式进行深入研究之后,提出了服务品牌延伸的消费者选择模型,并运用联合分析法进行实证分析,在服务品牌延伸作用不明朗的情况下证实了其研究价值;其次构建了服务品牌延伸的灰色评估模型,给出了模型中有关变量的测度方法,包含了服务质量体系的研究框架能更好地解释服务品牌延伸规律,此外该模型充分体现了动态意义;再次,对中国背景下的服务品牌延伸进行了灰色综合关联优势分析,得到了一些有益结论,不仅为服务品牌延伸研究作了理论上的推进,对于我国服务企业应用品牌延伸策略更具有重要启示;最后,结合灰色关联度中的信息集结问题,建立了基于随机不确定数的服务品牌延伸评估模型,分析结果表明该模型具有一定的实用性,这种基于随机不确定数的新型关联度意义明确,能够克服现有方法无法充分集结评估者信息的缺点。以上这些构成了本研究的创新点。
通过实证分析,本研究得到了一些有益的结论:
(1)母品牌对延伸产品和延伸服务选择都有积极作用。通过服务品牌延伸选择的分析发现,不管是实体品牌延伸还是服务品牌延伸,延伸品牌的效用高于市场上的新品牌,证实了消费者在一定程度上能够将对母品牌的情感迁移到延伸产品或服务上,进而表明母品牌对延伸产品和服务的选择都具有积极作用。
(2)品牌因子对于服务品牌延伸的作用更为突出。由于服务的无形性,服务比实体产品更难评估。通过实体品牌延伸选择和服务品牌延伸选择的比较研究,发现在服务品牌延伸中品牌的重要性明显高于实体品牌延伸。结果表明在服务品牌延伸研究中,母品牌特征具有重要的研究意义。
(3)价格在不同类型的购买行为中作用不同。对于减少失调的购买行为而言,低价给消费者带来更高的效用感知,因此价格是企业获取竞争优势的重要路径;对于寻求多样化的购买行为,消费者并不偏爱低价,而是更倾向于把价格作为质量好坏的指示器。因此,企业必须结合购买行为合理运用价格策略才能提升服务品牌延伸效果。
(4)转移性是消费者评估服务品牌延伸的重要依据。关于实体产品的品牌延伸表明,转移性是顾客评估品牌延伸的重要依据;在服务领域,Van Riel(2001)发现顾客以互补性作为评估的首要因素。本研究表明在服务品牌延伸中,转移性优于互补性,对延伸绩效的影响更大。这与Van Riel的研究有不一致,但与实体品牌延伸的结论相同。
(5)母品牌的感知质量在服务品牌延伸中至关重要。这与国外已有的研究成果存在较大差异,这可以从服务质量的作用机理以及中国服务业发展的环境来解释。所以,服务企业应从主抓服务质量做起,提升服务水平进而更好地满足顾客的需求。
(6)服务的技术质量比功能质量更为重要。众多学者认为在服务领域消费者满意来自于服务传递和服务基础过程,本研究通过客观计算而非主观推测得知,消费者认为服务的技术质量比结果功能更为重要。对服务企业而言,加强服务过程的管理更有助于品牌延伸。这也在一定程度上印证了Van Riel的推论,即服务传递过程的相似程度越高,服务品牌延伸愈容易成功。
As for brand extension, it has been in the frontier of marketing theory and brand research, and the evaluation of brand extension is an important branch. By evaluating of brand extension, extension efficiency will be enhanced and extension risk will be avoided, which is with practical significance. During the past thirty years, scholars have devoted themselves to explore factors affecting brand extension, the evaluation system is developing with substantial relevant researches, but little service-specific research has focused on this domain so far. As the service industry accounts for an ever-growing share of the global economy, service management is becoming increasingly important. Little is known, however, about the extent to which brand equity transfers to unrelated categories in a services context, so further studies on evaluation theories and methods of service brand extension are valuable.
We have structured the study as follows. First, relevant literature on brand extensions is reviewed quickly, and the researches are divided into service brand extension (SBE) and goods brand extension (GBE). Secondly, based on thoroughly analysis of SBE evaluation system and model, the consumer choice model of SBE is constructed and the empirical analysis proves the value of SBE. Next, the grey evaluation model of SBE is proposed, which adopts service quality indexes and embodies dynamic properties. Subsequently, grey synthetic analysis of SBE in a china context is continued, and a number of theoretical and managerial implications are obtained. Lastly, with information aggregation in grey incidence degree taken into consideration, a new evaluation model of SBE based on uncertainty number is constructed, and the results show that the new model is with good accuracy and practical. In a word, all of the above compose innovations of the dissertation.
Some valuable theoretical and managerial conclusions are obtained by empirical analysis:
(1) Parent brand has positive effect on both extension goods and extension service. By analysis of brand extension choice, it shows that values of extension brands are higher than new brands for both SBE and GBE, and parent brand has positive effect on both extension goods and extension service subsequently.
(2) The factor of brand has higher value in SBE than in GBE. With intangibility of services, it’s believed that service is hard to evaluate. The comparison study between SBE choice and GBE choice shows that the factor of brand is more important in SBE than in GBE, so characteristics of parent brand are worthy to be intensively studied further.
(3) The factor of price plays different roles according to purchasing behavior. As for dissonance-reducing behavior, lower price means higher perceived value, while price is viewed as quality during diversification seeking. So managers should apply price strategy combined with purchasing behavior.
(4) Transfer is a salient clue to evaluate extensions in a service context. Present study shows that transfer is superior to complementary, which differs much from the study of Van Riel (2001), but confirms conclusions of GBE study.
(5) Perceived quality of parent brand is vital in SBE. As for this, there is a great discrepancy between relevant studies in Chinese context and western context. Guided by this implication, service enterprises should promote service from service quality to satisfy customers.
(6) Technical quality is more important than functional quality. Present study confirms subjective inferences of scholars about technical quality. Therefore, the service extension with better delivery process management will be more favorable.
本文通过文献研究提出了服务品牌延伸概念,将品牌延伸分成实体品牌延伸和服务品牌延伸两大类。在对服务品牌延伸评估的体系和模式进行深入研究之后,提出了服务品牌延伸的消费者选择模型,并运用联合分析法进行实证分析,在服务品牌延伸作用不明朗的情况下证实了其研究价值;其次构建了服务品牌延伸的灰色评估模型,给出了模型中有关变量的测度方法,包含了服务质量体系的研究框架能更好地解释服务品牌延伸规律,此外该模型充分体现了动态意义;再次,对中国背景下的服务品牌延伸进行了灰色综合关联优势分析,得到了一些有益结论,不仅为服务品牌延伸研究作了理论上的推进,对于我国服务企业应用品牌延伸策略更具有重要启示;最后,结合灰色关联度中的信息集结问题,建立了基于随机不确定数的服务品牌延伸评估模型,分析结果表明该模型具有一定的实用性,这种基于随机不确定数的新型关联度意义明确,能够克服现有方法无法充分集结评估者信息的缺点。以上这些构成了本研究的创新点。
通过实证分析,本研究得到了一些有益的结论:
(1)母品牌对延伸产品和延伸服务选择都有积极作用。通过服务品牌延伸选择的分析发现,不管是实体品牌延伸还是服务品牌延伸,延伸品牌的效用高于市场上的新品牌,证实了消费者在一定程度上能够将对母品牌的情感迁移到延伸产品或服务上,进而表明母品牌对延伸产品和服务的选择都具有积极作用。
(2)品牌因子对于服务品牌延伸的作用更为突出。由于服务的无形性,服务比实体产品更难评估。通过实体品牌延伸选择和服务品牌延伸选择的比较研究,发现在服务品牌延伸中品牌的重要性明显高于实体品牌延伸。结果表明在服务品牌延伸研究中,母品牌特征具有重要的研究意义。
(3)价格在不同类型的购买行为中作用不同。对于减少失调的购买行为而言,低价给消费者带来更高的效用感知,因此价格是企业获取竞争优势的重要路径;对于寻求多样化的购买行为,消费者并不偏爱低价,而是更倾向于把价格作为质量好坏的指示器。因此,企业必须结合购买行为合理运用价格策略才能提升服务品牌延伸效果。
(4)转移性是消费者评估服务品牌延伸的重要依据。关于实体产品的品牌延伸表明,转移性是顾客评估品牌延伸的重要依据;在服务领域,Van Riel(2001)发现顾客以互补性作为评估的首要因素。本研究表明在服务品牌延伸中,转移性优于互补性,对延伸绩效的影响更大。这与Van Riel的研究有不一致,但与实体品牌延伸的结论相同。
(5)母品牌的感知质量在服务品牌延伸中至关重要。这与国外已有的研究成果存在较大差异,这可以从服务质量的作用机理以及中国服务业发展的环境来解释。所以,服务企业应从主抓服务质量做起,提升服务水平进而更好地满足顾客的需求。
(6)服务的技术质量比功能质量更为重要。众多学者认为在服务领域消费者满意来自于服务传递和服务基础过程,本研究通过客观计算而非主观推测得知,消费者认为服务的技术质量比结果功能更为重要。对服务企业而言,加强服务过程的管理更有助于品牌延伸。这也在一定程度上印证了Van Riel的推论,即服务传递过程的相似程度越高,服务品牌延伸愈容易成功。
As for brand extension, it has been in the frontier of marketing theory and brand research, and the evaluation of brand extension is an important branch. By evaluating of brand extension, extension efficiency will be enhanced and extension risk will be avoided, which is with practical significance. During the past thirty years, scholars have devoted themselves to explore factors affecting brand extension, the evaluation system is developing with substantial relevant researches, but little service-specific research has focused on this domain so far. As the service industry accounts for an ever-growing share of the global economy, service management is becoming increasingly important. Little is known, however, about the extent to which brand equity transfers to unrelated categories in a services context, so further studies on evaluation theories and methods of service brand extension are valuable.
We have structured the study as follows. First, relevant literature on brand extensions is reviewed quickly, and the researches are divided into service brand extension (SBE) and goods brand extension (GBE). Secondly, based on thoroughly analysis of SBE evaluation system and model, the consumer choice model of SBE is constructed and the empirical analysis proves the value of SBE. Next, the grey evaluation model of SBE is proposed, which adopts service quality indexes and embodies dynamic properties. Subsequently, grey synthetic analysis of SBE in a china context is continued, and a number of theoretical and managerial implications are obtained. Lastly, with information aggregation in grey incidence degree taken into consideration, a new evaluation model of SBE based on uncertainty number is constructed, and the results show that the new model is with good accuracy and practical. In a word, all of the above compose innovations of the dissertation.
Some valuable theoretical and managerial conclusions are obtained by empirical analysis:
(1) Parent brand has positive effect on both extension goods and extension service. By analysis of brand extension choice, it shows that values of extension brands are higher than new brands for both SBE and GBE, and parent brand has positive effect on both extension goods and extension service subsequently.
(2) The factor of brand has higher value in SBE than in GBE. With intangibility of services, it’s believed that service is hard to evaluate. The comparison study between SBE choice and GBE choice shows that the factor of brand is more important in SBE than in GBE, so characteristics of parent brand are worthy to be intensively studied further.
(3) The factor of price plays different roles according to purchasing behavior. As for dissonance-reducing behavior, lower price means higher perceived value, while price is viewed as quality during diversification seeking. So managers should apply price strategy combined with purchasing behavior.
(4) Transfer is a salient clue to evaluate extensions in a service context. Present study shows that transfer is superior to complementary, which differs much from the study of Van Riel (2001), but confirms conclusions of GBE study.
(5) Perceived quality of parent brand is vital in SBE. As for this, there is a great discrepancy between relevant studies in Chinese context and western context. Guided by this implication, service enterprises should promote service from service quality to satisfy customers.
(6) Technical quality is more important than functional quality. Present study confirms subjective inferences of scholars about technical quality. Therefore, the service extension with better delivery process management will be more favorable.
引文
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