树立良好的服务企业形象(包括服务品牌——它只是服务企业形象的另一种表现形式,下同)也是服务企业为顾客创造价值的一种有效形式。之所以强调良好的服务企业形象对顾客感受的重要影响,就是因为服务所具有的无形性,就决定了作为提供服务的企业必须具有的一个重要策略:即把无形的服务有形化。而树立服务企业形象则是服务有形化的核心手段 Establish a good service Corporate image (including service brand - it is only another manifestation of service corporate image, the same below) is also an effective form for service enterprises to create value for customers. The reason why emphasizing the important influence of a good service corporate image on the customer experience is that the intangible nature of the service determines the important strategy an enterprise must provide it with: the tangible service of the intangible service. The establishment of service corporate image is the core of tangible services