服务品牌内化的概念及概念模型:基于跨案例研究的结论

被引：30

作者：

陈晔 ^{[1
]}

白长虹 ^{[1
]}

吴小灵 ^{[2
]}

机构：

[1] 南开大学旅游与服务学院

[2] 深圳大学管理学院

来源：

南开管理评论 | 2011年 / 14卷 / 02期

关键词：

服务企业; 服务品牌; 内化;

D O I：

暂无

中图分类号：

F273.2 [产品管理];

学科分类号：

1202 ; 120202 ;

摘要：

本研究按Eisenhardt在1989年提出的案例研究步骤展开,对国内一个著名保险公司进行纵深案例研究,发现了服务品牌内化的现象。为进一步探索这一现象并验证在此案例中得到的结论,作者又在信息通讯、银行、酒店和保险业里分别选择一个位居行业前列的代表性企业实施跨案例研究。通过对跨案例研究收集的数据进行内容分析,本研究找出服务品牌内化的内生构成因素,构建了服务品牌内化的概念模型。

引用

页码：44 / 51+60 +60

页数：9

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