Open this publication in new window or tab >>2011 (English)In: Industrial Marketing Management, ISSN 0019-8501, E-ISSN 1873-2062, Vol. 40, no 7, p. 1093-1102Article in journal (Refereed) Published
Abstract [en]
The study examines whether factors related to customers' perception of employees' behavior in terms of customer perceived role ambiguity, role overload and customer–employee rapport influence the development of brand equity in the professional service context. 632 customers of one of the Big Four auditing companies participated in the study. The results of structural equation modeling show negative effects of role ambiguity and role overload on brand associations, perceived quality and brand loyalty, which constitute brand equity. The findings indicate a positive effect of customer–employee rapport on the enhancement of B2B brand equity. However, the negative influences of role ambiguity and role overload on customer–employee rapport transfer detrimental indirect effects on brand equity. The study contributes to an understanding of how the real interaction between service providers and customers can influence brand equity in the professional service setting.
Place, publisher, year, edition, pages
Elsevier, 2011
Keywords
Brand equity, Role ambiguity, Role overload, Customer–employee rapport, Professional services
National Category
Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:umu:diva-47967 (URN)10.1016/j.indmarman.2011.09.007 (DOI)2-s2.0-82555179154 (Scopus ID)
2011-10-052011-10-052023-03-23Bibliographically approved