The Effect of the Gap between Expectation and Satisfaction on Corporate Brand Value
The Effect of the Gap between Expectation and Satisfaction on Corporate Brand Value
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期望与满意度差距对企业品牌价值的影响
DOI：
10.1007/978-3-031-06424-1_2
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
Yumi Asahi
中科院分区：
文献类型：
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作者：
Rikuto Koshi;Yumi Asahi
近年来，随着技术的进步和全球化，商品化在日本的各个市场不断发展。因此，近年来，品牌建设作为“去商品化”的手段，脱离当下市场，一直备受关注。然而，由于日本管理者对品牌化知识的缺乏，很少有公司致力于此。本研究以日本的美容美发行业为研究对象，分析了事前期望和满意度对公司品牌价值的影响，结果显示，事前期望高与低对品牌价值的正面影响没有显著差异。另一方面，低先前期望对品牌价值的负面影响是高先前期望对品牌价值的负面影响的两倍多，考虑到对品牌的负面影响，本研究认为有必要提高先前期望的水平，而不是控制先前期望不要太高，以防止期望和满意度之间的负面分歧。对于负向分歧，需要运用因果归因和认知失调理论进行控制，由于本研究的结果非常抽象，个别管理者不太可能根据这些结果实施策略。我们将分析哪些具体项目在管理期望方面更有效，并研究它们，以便将其纳入具体的战略。
In recent years, with the advancement of technology and globalization, commoditization has been progressing in various markets in Japan. Therefore, in recent years, brand building has been attracting a lot of attention as a means of “de-commoditization” to break away from the current market. However, due to the lack of knowledge about branding among Japanese managers, few companies are working on it.In this study, we focused on the beauty esthetic industry in Japan and analyzed the effects of prior expectations and satisfaction on the brand value of companies.The results showed that there was no significant difference in the positive impact on brand value between high and low prior expectations. On the other hand, the negative impact of low prior expectations on brand value was more than twice as large as the negative impact of high prior expectations.Considering the negative impact on the brand, this study suggests the necessity of increasing the level of prior expectations, contrary to the argument that prior expectations should be controlled not to be too high to prevent the negative divergence between expectations and satisfaction. As for the negative divergence, it is necessary to control it using causal attribution and Cognitive Dissonance theory.Since the results of this research are very abstract, it is unlikely that individual managers will implement strategies based on these results. We will analyze what specific items are more effective in managing expectations and study them to the point where they can be incorporated into concrete strategies.