Abstract
With service economy booming, service brand has drawn attention of scholars and practitioners worldwide. Service brand building involves multiple roles of enterprises, employees and customers, which complicates the service system. Therefore, this paper puts forward methods for different stakeholders to realize the brand value unity and reconcile the contradiction between brand integrity and personalization in the aim for cognitive unity of the brand system within the enterprise. With Guangzhou Baiyun Airport as the case of building service brand, this paper exploits methods of building complex service brand system with multiple stakeholders. Firstly, in regard to the service suppliers, it is necessary to define the brand, build a framework, position the role so as to present the services as a brand. The process of building the airport service system is hereby divided into two phases. We shall first establish a consistent service brand, which refers to a total brand with extracted values and connotations out of prominent brand features. The second is to build a service system, based on the core concepts of the total brand, with clear-cut levels and explicit roles within, and set up sub-brands. The innovation of this paper lies in exploring with systematic thinking the methods for building complex service brand system in which the total brand value serves as the core. Meanwhile, the sub-brands showcase both personality and diversity while maintaining integrity. The three roles of leaders, employees and customers mainly constitute the analytical model. When the former two participants build service brand together, the value and cognition of the brand can achieve integrity within the companies.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Berry, L.L.: Cultivating service brand equity. J. Acad. Market. Sci. 28(1), 128–138 (2000)
de Chernatony, L., Cottam, S., Segal-Horn, S.: Communicating services brands’ values internally and externally. Serv. Ind. J. 26(8), 819–836 (2006)
de Chernatony, L., Segal-Horn, S.: Building on services characteristics to develop successful services brands. J. Mark. Manag. 17(7–8), 645–669 (2001)
Geng, P.M.: Research on brand cultivation of service enterprises. Market Mod. J. 02, 136–137 (2009)
Cheng, M., Wu, Z.M.: A review of western service brand research. Foreign Econ. Manage. 28(05), 53–60 (2006)
de Chernatony L., Segal-Horn S.: The criteria for successful services brands. Eur. J. Market. 37(7–8) (2003)
Brodie, R.J., Whittome, J.R.M., Brush, G.J.: Investigating the service brand: a customer value perspective. J. Bus. Res. 62(3), 345–355 (2009)
Skaalsvik, H., Olsen, B.: Service branding: suggesting an interactive model of service brand development. Kybernetes 43(8), 1209–1223 (2014)
Grnroos, C.: Service Management and Marketing: A Customer Relationships Management Approach. Wiley, London (2000)
O’Cass, A., Grace, D.: Exploring consumer experiences with a service brand. J. Product Brand Manage. 13(4), 257–268 (2004)
de Chernatony, L.: Brand management through narrowing the gap between brand identity and brand reputation. J. Mark. Manag. 15, 157–179 (1999)
de Chernatony, L.: A model for strategically building brands. J. Brand Manag. 9(1), 32–44 (2001)
Muniz, A.M., O’Guinn, T.: Brand community. J. Consum. Res. 27(4), 412–432 (2001)
Brodie, R.J.: From goods to service branding: an integrative perspective. Mark. Theory 9(1), 103–107 (2009)
Manzini E.: Design, When Everybody Designs: An Introduction to Design for Social Innovation. The MIT Press, Cambridge (2015)
Shu, H.M., Gong, M.S., Liu, S.Q.: Role-playing strategy of service system in the perspective of role interaction. Packag. Eng. 38(24), 166–170 (2017)
Fan, X.C.: Customer experience-driven service brand building. Nankai Bus. Rev. 4(6), 16–20 (2001)
Merz, M.A., He, Y., Vargo, S.L.: The evolving brand logic: a service-dominant logic perspective. J. Acad. Mark. Sci. 37(3), 328–344 (2009)
McDonald, H.B., de Chernatony, L., Harris, F.: Corporate marketing and service brands–moving beyond the fast- moving consumer goods model. Eur. J. Mark. 35(3–4), 335–353 (2001)
Mosley, R.W.: Customer experience, organisational culture and the employer brand. J. Brand Manag. 15(2), 123–134 (2007)
Sarker, M., Mohd-Any, A.A., Kamarulzaman, Y.: Validating a consumer–based service brand equity (CBSBE) model in the airline industry. J. Retail. Consum. Serv. 59 (2020)
Dall’Olmo, R.F., de Chernatony, L.: The service brand as a relationship builder. J. Brand Manage. (11), 137–150 (2000)
Urde, M., Baumgarth, C., Merrilees, B.: Brand orientation and market orientation—from alternatives to synergy. J. Bus. Res. 66(1), 13–20 (2013)
Zhang, H., Bai, C.H., Lu, H.L.: Major participants and their roles in internal services branding: the hotel industry as an example. Tour. Tribune 29(05), 58–67 (2014)
de Chernatony, L., Drury, S., Segal-Horn, S.: Building a services brand: stages, people and orientations. Serv. Ind. J. 23(3), 1–21 (2003)
Shang, Y.Q., Zhu, H.L.: The building path of strong service brand. China Bus. Market 29(03), 94–100 (2015)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this paper
Cite this paper
Su, Q., Liu, Y. (2021). Methods for Multiple Roles to Build Brands of Service System–A Case Study of Guangzhou Baiyun International Airport. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: Design for Diversity, Well-being, and Social Development. HCII 2021. Lecture Notes in Computer Science(), vol 12780. Springer, Cham. https://doi.org/10.1007/978-3-030-78224-5_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-78224-5_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-78223-8
Online ISBN: 978-3-030-78224-5
eBook Packages: Computer ScienceComputer Science (R0)