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http://dx.doi.org/10.15207/JKCS.2017.8.4.167

Global Service Quality of Service Centers in Automotive Brands to Improve Consumer-brand Relationship Quality  

Kim, Yu Seung (Division of Business Administration, Seoul School of Integrated Sciences & Technologies)
Choi, Hyung-Min (Dedman School of Hospitality, Florida State University)
Publication Information
Journal of the Korea Convergence Society / v.8, no.4, 2017 , pp. 167-182 More about this Journal
Abstract
This study aims to examine the impacts of service quality (SQ) on consumer-brand relationship quality (BRQ), the mediation effects of brand trust (BT) in those relationships and the moderated mediation effects of BT by the level of perceived product quality (PQ). A 376 valid sample was obtained from the consumers who have visited the service centers of automotive brands. The findings demonstrate the direct effects of SQ of the service centers in automotive brands on BRQ are not significant, while the mediation effects of BT between SQ and BRQ are significant. Moreover, the findings reveal that the mediation effects of BT in the lower perception group of PQ are stronger than those in the higher group. Based on these findings, not only the necessary roles of a service center to improve BRQ but also the transferring process from service centers' SQ to building a strong brand are discussed.
Keywords
Service quality; Consumer-brand relationship quality; Brand trust; Perceived product quality; Automotive brand;
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