scholarly journals Exploring Service Brand Associations: A Consumers' Perspective in Rising Service Economy

2021 ◽  
Vol 39 (2) ◽  
Author(s):  
Jawaid Ahmed Qureshi ◽  
Shoaib Muhammad Farooq Padela ◽  
Shahid Qureshi ◽  
Sana Baqai
Keyword(s):  
Service Sector ◽  
Service Economy ◽  
Brand Associations ◽  
Service Characteristics ◽  
Service Brand ◽  
Poor Understanding ◽  
Service Brands ◽  
Core Service ◽  
Word Of Mouth Communication ◽  
Staff Behavior

Across the globe, the importance of the service sector is flourishing as a result of which significance of research to understand the characteristics and attributes of services is rising exponentially. Poor understanding of service characteristics has led to an undue reliance on branding models previously designed for tangible products. Although most of the researches have tried to modify their branding models to cater to the requirements of service branding, most of them are largely based on managerial and organizational perspectives. Few researches have attempted to highlight consumer’s perspectives of what they consider important in a service brand. This study focuses on consumers’ perceptions of important service brand associations and aims to be a stepping stone in the process of developing a specialized model for service branding. The qualitative information garnered for this research allowed digging deeper into the consumer’s mind through in-depth personal interviews. The analytical method of coding, sorting, and sifting assisted in discovering the service brand associations. The results indicate salience of brand associations for consumers of service brands. The most frequently identified service brand associations include service environment and facilities, staff behavior, word-of-mouth communication, price, core service quality, experience (of the service provider and consumers), and advertising of the service brands.

scholarly journals Exploring Service Brand Associations: A Consumers' Perspective in Rising Service Economy

2020 ◽  
Vol 39 (1) ◽  
Author(s):  
Jawaid Ahmed Qureshi ◽  
Shoaib Muhammad Farooq Padela ◽  
Shahid Qureshi ◽  
Sana Baqai
Keyword(s):  
Service Sector ◽  
Service Economy ◽  
Brand Associations ◽  
Service Characteristics ◽  
Service Brand ◽  
Poor Understanding ◽  
Service Brands ◽  
Core Service ◽  
Word Of Mouth Communication ◽  
Staff Behavior

Across the globe, the importance of the service sector is flourishing as a result of which significance of research to understand the characteristics and attributes of services is rising exponentially. Poor understanding of service characteristics has led to an undue reliance on branding models previously designed for tangible products. Although most of the researches have tried to modify their branding models to cater to the requirements of service branding, most of them are largely based on managerial and organizational perspectives. Few researches have attempted to highlight consumer’s perspectives of what they consider important in a service brand. This study focuses on consumers’ perceptions of important service brand associations and aims to be a stepping stone in the process of developing a specialized model for service branding. The qualitative information garnered for this research allowed digging deeper into the consumer’s mind through in-depth personal interviews. The analytical method of coding, sorting, and sifting assisted in discovering the service brand associations. The results indicate salience of brand associations for consumers of service brands. The most frequently identified service brand associations include service environment and facilities, staff behavior, word-of-mouth communication, price, core service quality, experience (of the service provider and consumers), and advertising of the service brands.

scholarly journals Similarities and differences between service and product brand images - Evidence from education service

2016 ◽  
Vol 19 (2) ◽  
pp. 91-103
Author(s):  
Thuy Thi Ngoc Vo ◽  
Bich Ngoc Dang ◽  
Phuong Thu Mai
Keyword(s):  
Qualitative Methods ◽  
Service Sector ◽  
Brand Image ◽  
Education Sector ◽  
Service Brand ◽  
New Directions ◽  
Education Service ◽  
Service Brands ◽  
Brand Attributes ◽  
Similarities And Differences

Since the 1990s, the study of service brands has begun and developed rapidly but still remains relatively limited as works were mostly inspired by research on product brands. While several studies point out the homogeneity between these two concepts, there are (substantially) different aspects in terms of brand attributes and the way that customers build brand image in their mind. This study reviews the dominant literature of brand image in the service sector and clarifies the similarities and differences between the service brand and product brand. Also, using qualitative methods, this study aims to find service brand attributes in the education sector. From the above analysis, the study provides further research on the synthesis of brand image in the service sector. Finally, new directions of research in the field are suggested.

NAČELO PRILAGOĐENOSTI USLUGE I PRAVO NA SLOBODAN IZBOR

2021 ◽  
Author(s):  
Jelena Janković ◽  
Keyword(s):  
Rule Of Law ◽  
Service Sector ◽  
Free Choice ◽  
Moral Authority ◽  
Service Users ◽  
Service Economy ◽  
Moral Dimension ◽  
The Rule Of Law ◽  
Legal Relationship ◽  
The Right

The first step of a positive change in the system of service-legal relations is a change of view on the role and importance of service users. By providing opportunity to the service user to be an active and important member of the service-legal relationship, a far-reaching and universal value of humanization of the service economy sector is achieved. In such circumstances, the moral authority of the service law is realized through its justice and through voluntary obedience to the law of the subjects of the service-legal relationship. Precisely, this moral dimension of the rule of law, in the service economy sector is realized by applying the principles of service suitability and the right to free choice. In this regard, the paper analyzes the moral dimension and culture of the rule of law in the service sector, based on the principle of service suitability and the right to free choice, which are presented in the paper as guardians of justice of the service-legal norm.

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals STRATEGIC DEVELOPMENT OF RESTAURANT BUSINESS VINNYTSIA

2021 ◽  
pp. 43-56
Author(s):  
Uliya STAVSKA
Keyword(s):  
Service Sector ◽  
Core Competencies ◽  
Service Economy ◽  
Territorial Development ◽  
Strategic Development ◽  
Project Approach ◽  
Local Budget ◽  
Definition Of ◽  
Combined Strategy ◽  
The City

The article provides an essential description of the concept of «service economy», defines its difference from the «industrial economy». Approaches to the definition of the term «restaurant business» are considered. Taking into account the specifics of the restaurant business, it is proposed to use the concept of «service landscape», which provides comfort of the institution, convenience of its location, perfection of interior, quality of service, implementation and use of innovative technologies of restaurant business. During the study, the algorithm and methodological basis for choosing a strategy for the development of the service economy sector of the region - restaurant business, based on identifying its prospects and attractiveness and allow on a systematic basis to link the prerequisites and conditions of enterprise development with restaurant product differentiation. As a result of the morphological analysis, the restaurants of the city of Vinnytsia were identified by the type of competitive behavior. This allowed to develop a combined strategy for the development of the city's restaurant business, which is based on the formation of compatibility of key market competencies with the core competencies of the restaurant business. The study the consequences of the strategy for the development of the restaurant business in Vinnytsia, which will improve the tourist infrastructure of the city, increase the number of employees in the service sector and, accordingly, tax revenues to the local budget, as well as improve cultural leisure opportunities for residents and guests. The combination of realization of the project-target approach of development of restaurant business with program-target methods of management of territorial development is substantiated. Projects for the development of the restaurant business have been developed in two directions: projects for the differentiation of the restaurant product and projects for strengthening the service landscape, focused on the development of a culture of restaurant service and innovative ways of serving customers. It is established that the implementation of the developed combined strategy for the development of the restaurant business in Vinnytsia with the use of a project approach will increase the share of turnover of the restaurant business and achieve a number of positive socio-economic results.

scholarly journals The rise of the “service economy” in the second half of the twentieth century and its energetic contingencies

2019 ◽  
Vol 30 (2) ◽  
pp. 231-246
Author(s):  
Ulrich Witt ◽  
Christian Gross
Keyword(s):  
Twentieth Century ◽  
Service Sector ◽  
Value Added ◽  
Service Economy ◽  
Economic Sectors ◽  
Close Relationship ◽  
Productivity Differentials ◽  
Production Technologies ◽  
Energy Dependent ◽  
Productivity Gains

AbstractThe characteristic of the “service economy” is the rise to dominance of the service sector in terms of employment and value added shares. We track this rise during the second half of the twentieth century for the U.S., more precisely the period from 1970 to 2005. Following seminal work by Baumol (1967) the rise is often attributed to growing productivity differentials between the economic sectors. The causes of the productivity differentials are, however, controversial. Inspired by Georgescu-Roegen’s (1971) evolutionary approach to production theory, the present paper explores whether differences in the energetic features of the sectors’ production technologies contribute to the growing sectorial productivity differentials. For the data for our period of analysis it turns out that a close relationship indeed exists between the sectors’ incentives for substituting relatively cheap energy for ever more expensive labor and their labor productivity gains. In highly energy-dependent sectors an increasing energy/labor ratio has been driving productivity growth while this was not the case in the service sector. The paper closes with a short discussion of what the finding may imply for the future of the service economy.

Servicization with skill premium in the digital economy

2018 ◽  
Vol 22 (1) ◽  
pp. 17-35 ◽  
Author(s):  
Sang-Chul Yoon
Keyword(s):  
Endogenous Growth ◽  
Service Sector ◽  
Digital Economy ◽  
Policy Implications ◽  
Skill Premium ◽  
Service Economy ◽  
Factor Productivity ◽  
Content Type ◽  
Endogenous Growth Model ◽  
State Path

Purpose The purpose of this paper is to examine an endogenous growth model, as a component of a broader study of servicization with skill premium and its policy implications in the evolving digital economy. Design/methodology/approach This paper develops a two-sector endogenous growth model which allows for the observed characteristics of digitally empowered structural changes. Specifically, the driving force of economic growth is the expanding variety of intermediate services as a consequence of innovation in services. The introduction of new intermediate services specifically contributes to total factor productivity in the production of service sector, and thus an uneven growth path with skill premium toward a service economy generally exists. Findings The principal finding of this paper is that the digitally empowered expanding variety of intermediate services due to innovation contributes significantly to total factor productivity in the production of service sector, and thus a servicization with skill premium generally exists along a steady-state path. In addition, this paper derives an optimal innovation policy to rule out the market failures due to innovation externality and market power in monopolistic competition conditions, and shows the Rybczynski effects of exogenous endowment changes in the evolving digital economy. Originality/value The principal contribution of this paper is to determine how unbalanced endogenous growth along a steady-state path is linked with a service economy with skill premium in the evolving digital economy. In addition to this analysis, this paper provides policy implications – namely, that a positive but finite innovation subsidy can achieve the social optimum in the digital economy, and that an exogenous increase in high-skilled labor can speed up a digitally empowered economic growth.

Adding Value to Service Brands through Innovation

2013 ◽  
pp. 1-26
Author(s):  
Gozem Guceri-Ucar ◽  
Stefan Koch
Keyword(s):  
Qualitative Research ◽  
Service Industry ◽  
Perceived Value ◽  
Service Companies ◽  
Service Brand ◽  
Branding Strategies ◽  
Service Brands ◽  
Marketing Activities ◽  
Innovation Characteristics ◽  
Major Factors

Innovation is rapidly becoming a central driver in the marketing strategy of many service companies, while its effects on the perceived value of a service brand have yet to be determined. The purpose of this chapter is to explore how introducing an innovation affects the perceived brand equity of services in an emerging economy. The authors propose a conceptual framework that will aid academics in developing detailed causal models in the future, while helping practitioners effectively capitalize on innovation in their branding strategies. Four major factors are identified to have an impact on how innovation affects the perceived value of a service brand in the eyes of customers in emerging economies: (1) innovation characteristics, (2) service industry characteristics, (3) cultural characteristics, and (4) customer characteristics. The qualitative research results support that if utilized correctly marketing activities capitalizing on innovation indeed can make service brands stronger.

scholarly journals The Changing Role of the Service Sector in an Innovation-Oriented Economy

2016 ◽  
Vol 16 (2) ◽  
pp. 175-190 ◽  
Author(s):  
Marcin Gryczka
Keyword(s):  
Technological Progress ◽  
Service Sector ◽  
General Level ◽  
Service Economy ◽  
Post Industrial ◽  
The Impact ◽  
Changing Role ◽  
The Relationship ◽  
Innovation Processes

Abstract The development of a service economy and the more and more noticeable phenomenon of servicization have become inseparable elements in the evolution of the modern economy. The goal of this paper is to analyse the impact of servicization on selected economies, both in terms of GDP and employment structure, as well as on changes in foreign trade. The secondary, but still important aim is to examine the relationship between servicization and innovation processes. Based on the conducted research, it can be stated that the process of servicization occurs in both developed post-industrial economies and increasingly often in developing countries. Moreover, the analysis of the relationship between the general level of innovation in the economy and the degree of its servicization, showed that in many countries higher innovation is often associated with a stronger role of the service sector in the economy. The dynamics of structural change taking place in the “deagrarianization-deindustrialization-servicization” chain is therefore substantially influenced by technological progress.

Waiting in the Restaurant

2018 ◽  
Author(s):  
Brenda Assael
Keyword(s):  
Popular Culture ◽  
Working Conditions ◽  
Service Sector ◽  
Real Life ◽  
Service Economy ◽  
Foreign Born ◽  
Public Attention ◽  
Dynamic Nature

Chapter 3 focuses on the waiter, exploring the reality behind his representation in popular culture as marginal, disenchanted, and melancholy. While real-life waiters were often keen to share a variety of grievances about their working conditions, they were not universally degraded victims of exploitation. Some waiters were able to capitalize on the open and dynamic nature of the restaurant service economy, which created opportunities for mobility and reward. Tipping, which remained an ongoing bone of contention, for both waiters and those they served, could prove to be an important source of supplementary income. For all the idiosyncrasies of the waiter’s position, he represented the broader significance of the service sector in the shaping of London in this period. The extensive public attention given to foreign-born waiters and (newly emergent) waitresses underlines the heterogeneity that characterized, not merely the restaurant, but the wider metropolitan culture in which it was located.

Sign in / Sign up

Export Citation Format

Share Document