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教育服务组织品牌是服务品牌的重要分支之一,而长期以来未受到足够重视,相关理论与实证研究较为匮乏。为探求教育服务组织品牌关系质量的影响因素及其相互作用机理,在相关文献和深度访谈的基础上,提出了教育服务组织品牌关系质量影响机制模型,通过收集5大洲14国675份孔子学院消费者调查问卷的数据,对影响品牌关系质量的维度及其对品牌关系质量的影响进行了验证。研究表明,核心服务、服务场景及教职员工等消费体验对顾客感知价值具有正向影响,顾客感知价值对品牌关系质量具有显著正向影响。
Education service organization brand is one of the important branches of service brand, but it has not received sufficient attention for a long time, and the relative theoretical and empirical research is scarce. In order to explore the influencing factors and the interaction mechanism of the brand relationship quality of education service organizations, based on relevant literature and in-depth interviews, a model of the impact mechanism of brand relationship quality of education service organizations was proposed. By collecting 675 Confucius Institutes in 14 countries on 5 continents The survey questionnaire data on the impact of the quality of the brand relationship dimensions and its impact on the quality of brand relations were verified. The research shows that consumer experience such as core services, service scenarios and faculty and staff have a positive impact on customer perceived value, and customer perceived value has a significant positive impact on brand relationship quality.