上海管理科学2017，Vol.39Issue(6)：39-44,6.
服务员工“品牌大使”概念界定与量表开发
Concept Definition and Scale Development of Service Staff "Brand Ambassadors"
摘要
Abstract
More and more people realize that the service employee is the key element of the service brand equity,and the cultivation of the "service employee brand ambassador" (SEBA) has become an important aspect of the service brand building.The structure dimension and scale development of SEBA were systematically studied through qualitative and quantitative research methods in this paper.Result shows that SEBA is composed of three dimensions:brand knowledge,brand commitment and brand behavior,and a scale of 18 test items is developed through exploratory factor analysis and confirmatory factor analysis.关键词
服务员工/品牌大使/量表开发Key words
ervice employee/brand ambassador/scale development分类
管理科学引用本文复制引用
熊婷燕,余可发..服务员工“品牌大使”概念界定与量表开发[J].上海管理科学,2017,39(6):39-44,6.基金项目
国家自然科学服务员工“品牌大使”的概念架构及形成机理研究(项目批准号:71462016). （项目批准号:71462016）
