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本文简要回顾了罗德克·J．布若岱(Roderick J．brodie)教授的服务品牌研究,并介绍了其服务品牌的冰山模型,指出在品牌的形象和标识之下,品牌主要组成部分中不易被发现的部分。提出服务品牌对于创建客户忠诚度、提升公司业务回报的巨大价值。最后指出了服务品牌建设中存在的若干问题。
This article briefly reviews Rodek J. Professor Roderick J. Brodie’s service brand research and describes the iceberg model of its service brand, pointing to the less visible part of the brand’s main component under the brand’s image and logo. Put forward the great value of the service brand in creating customer loyalty and improving the company’s business return. Finally, it points out some problems in service brand building.