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Klaus, Philipp "Phil" and Maklan, Stan (2007) The role of brands in a service-dominated world. Journal of Brand Management, 15. pp. 115-122. ISSN 1350-231X

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    Long gone are the days where a brand was merely a logo or trademark that distinguished a company’s products from those of competitors. The fastest-growing sectors of the modern economy are dominated by companies whose offer is complex and delivered in the context of long-term service partnerships. In such a service-dominated economy, we must re-conceptualise our notion of brand so that it provides the context in which such service-based marketing flourishes. The notion of services marketing is not new, and there is a rich literature about the notion of brand building through a series of service encounters, each one exceeding the expectations of customers, thereby building brand equity. For almost 20 years, these key moments of customer–company contact, the bricks and mortar of the service brand structure, have been measured by SERVQUAL, a battery of measures for assessing the quality of service delivered at any customer–company contact point. Drawing on emerging research at the Cranfield School of Management, the authors question the means by which we currently measure service quality on the basis that it fails to measure that which truly builds brands in a service-dominated world. The authors offer the concept of Experience Quality, which incorporates service quality but extends to aspects of customer experience not related directly to service that we believe better predict consumer behaviour with respect to brands.

    Item Type: Article
    Uncontrolled Keywords: Customer Experience, Customer Experience Management, Customer Experience Strategy, Branding, Brand, Brand Development, service quality, EXQ, Customer Experience Measurement.
    Subjects: Business and Administrative studies > Management studies > Management Techniques > Strategic Management
    Business and Administrative studies > Marketing > Market Research
    Divisions: UNSPECIFIED
    Depositing User: Prof Phil Klaus
    Date Deposited: 28 Feb 2012 20:42
    Last Modified: 28 Feb 2012 20:44
    URI: http://opendepot.org/id/eprint/764

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