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Impact of value-adding services on quality, loyalty and brand equity in the brewing industry

Impact of value-adding services on quality, loyalty and brand equity in the brewing industry PurposeThe purpose of this paper is to investigate the impact of logistics value-adding services and perceived service quality on brand equity among B2B customers of a brewery company.Design/methodology/approachA theoretical model is developed and tested using survey data from 173 hotel, restaurant and catering (HoReCa) industry customers of a brewery company in Finland.FindingsValue-adding services play an important role in building the brewery company’s brand equity through perceived service quality. Besides a direct impact on overall service quality, an indirect impact is detected through the operational dimension of service quality in logistics.Research limitations/implicationsA broader data set would be needed to generalize the findings also beyond the brewery business and the HoReCa industry customers in Finland.Practical implicationsTo increase brand equity, value-adding services like logistics can play an important role for B2B customers. This study is important for practitioners and academics, as there has been little quantitative research available regarding value-adding services in the context of service quality and brand equity research.Originality/valueThis paper combines logistics as value-adding service to customers’ willingness to pay extra profits to cooperate with service producer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

Impact of value-adding services on quality, loyalty and brand equity in the brewing industry

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1756-669X
DOI
10.1108/IJQSS-10-2016-0071
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to investigate the impact of logistics value-adding services and perceived service quality on brand equity among B2B customers of a brewery company.Design/methodology/approachA theoretical model is developed and tested using survey data from 173 hotel, restaurant and catering (HoReCa) industry customers of a brewery company in Finland.FindingsValue-adding services play an important role in building the brewery company’s brand equity through perceived service quality. Besides a direct impact on overall service quality, an indirect impact is detected through the operational dimension of service quality in logistics.Research limitations/implicationsA broader data set would be needed to generalize the findings also beyond the brewery business and the HoReCa industry customers in Finland.Practical implicationsTo increase brand equity, value-adding services like logistics can play an important role for B2B customers. This study is important for practitioners and academics, as there has been little quantitative research available regarding value-adding services in the context of service quality and brand equity research.Originality/valueThis paper combines logistics as value-adding service to customers’ willingness to pay extra profits to cooperate with service producer.

Journal

International Journal of Quality and Service Sciences – Emerald Publishing

Published: Mar 19, 2018

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