Department of Management

An examination of the effects of service brand dimensions on customer satisfaction

Research output: Contribution to conferencePaperResearchpeer-review

The present study intends to examine how consumers evaluate service brands.
Building on past literature, several causal relationships are examined between key brand dimensions and consumer satisfaction using the airline industry as an exemplary branded service category. Results reveal price, core service, feelings and self-image congruence to be the most important dimensions of a service brand which, in turn, impact significantly on consumer satisfaction. Except price, these attributes are intangible components of the service brand that can only be assessed by the customer during the use stage of decision-making. Besides these brand components, controlled communications are also found to strongly influence customers’ overall dispositions toward the brand.
Original languageEnglish
Publication year2012
Number of pages7
Publication statusPublished - 2012
Event41st EMAC Annual Conference - Lisbon, Portugal
Duration: 22 May 201225 May 2012

Conference

Conference41st EMAC Annual Conference
CountryPortugal
CityLisbon
Period22/05/201225/05/2012

    Research areas

  • service brands, brand evidence, brand hearsay, customer satisfaction

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