Building Service Brand: Enhancing Brand Through Operational Staff's Brand Commitment. Research Proposal
ABSTRACT
The present paper describes a proposed research that will examine the problem of facilitating service brand through operational staff. It ranks among quite modern investigations in the sphere of building service brands. The research is an attempt to cover a vital aspect of the evolving fundamental concept of customer experience, which is a core of service brand delivery process. The results anticipated will enrich the existing theory and provide practical recommendations for the providers of services.
The proposal includes four sections: introduction to the study (1), review of the literature (2), methodology (3), report on the results anticipated (4).
INTRODUCTION
The first part of the proposal introduces the background of the study, states the problem, indicates the professional significance, determines the scope of the research and presents the definitions of the key terms.
Background
At present most of the world economies face the challenge of ‘servitisation’, as wide ranges of companies affirm that their competitive environment is dominated by services. Increased investments in service-driven spheres of the economy such as financial services, mobile telephony, travel and others transform markets, though raise problems diverse by nature from those marketers are used to solve. Hence the dynamics of marketing practices necessitates, triggers and facilitates further development of existing marketing concepts. This is the issue for the concept of ‘brand’, which is by its origin product-centred and is now exposing the limits of its applicability.
Brand creation could be seen as the core of marketing strategy, as it is tho ...