A comparative study of two evaluation fields based on service and brand equity
Keywords:
Brand, service, internal client, external client, satisfaction, product, communication, associationAbstract
This research work examines and compares a series of factors related to satisfaction, service, and brand equity, by considering two evaluation fields -- one where real clients are viewed as an external evaluation field and another where employees are perceived as an internal evaluation field -- at a services company in the restaurant category that has seventeen points of sale in Cali. Emphasis is placed on service satisfaction according to Servqual’s model, and on brand building, using a set of variables from David Aaker’s model. A quantitative approach was used in which a questionnaire was administered to 650 real clients and 68 employees. The research model followed a random probabilistic sampling design using proportional stratification. Information was collected from surveys in which closed and multiple selection questions were asked. The main descriptors linked with brand building are communication, product, and association. A selection was made of characteristics related to each of the descriptors that contribute to improving brand equity in order to gather a greater amount of knowledge and achieve increased influence on perception. The real clients’ and employees’ knowledge of brand characteristics results from a process of experiences and interrelationships that brings together knowledge of the employees’ everyday life in their environment, and the behavior of clients who have developed their own opinion based on experimentation.
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